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THE COCA-COLA COMPANY

(KO)
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Coca Cola Launches 'Real Magic'

11/11/2021 | 08:07am EST

Business Reporter

COCA-COLA Zimbabwe has launched Real Magic, a novel global brand platform that seeks to celebrate the resilience of humanity to hazards posed by the Covid-19 pandemic.

Real Magic is not simply a tagline or a one-off campaign, but a long-term brand philosophy and belief that will drive and guide marketing and communications across the Coca-Cola trademark globally. According to Coca-Cola Zimbabwe marketing manager Faith Nehanda, Real Magic launches with a new campaign called "One Coke Away From Each Other", blending real and virtual worlds.

"One Coke Away From Each Other" is a metaphor that speaks to the belief that what unites us is greater than what sets us apart thus celebrating common humanity.

While addressing attendees to the event Ms Nehanda said through the Real Magic platform, Coca-Cola wanted to engage the general public in a different way through a network of unique and relatable experiences.

"The platform is built from lessons of the last 18 months (when we were under the Covid-19 pandemic) that we can find magic all around us when we come together in unexpected moments that elevate the everyday into the extraordinary.

"Real Magic marks the first new global brand platform for Coca-Cola since 2016 and is being launched alongside a refreshed visual identity for Coca-Cola, as well as a new perspective on the Coca-Cola logo that will feature across Coca-Cola marketing.

"Inspired by its representation on Coca-Cola's iconic packaging, the "Hug" logo lifts the curved Coca-Cola trademark on the bottle and can provide a visual signature that will embrace and frame moments of magic across Coca-Cola's communications," she said.

Ms Nehanda added that the Real Magic philosophy was rooted in the belief that dichotomies can make the world a more interesting place. The launch of this new brand is accompanied by a short film titled 'One Coke away from each other'. The film, which launched digitally on September 27, asks what Coca-Cola, as a symbol of togetherness, could bridge universes meant to be apart to create Real Magic.

The "Real Magic" platform includes a new design identity for the Coke Trademark - which includes Coca Cola, Coca-Cola/Diet Coke and Coca-Cola Zero sugar - anchored by a fresh expression of the Coca-Cola logo.

Copyright The Herald. Distributed by AllAfrica Global Media (allAfrica.com)., source News Service English

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Financials (USD)
Sales 2021 38 092 M - -
Net income 2021 9 401 M - -
Net Debt 2021 32 304 M - -
P/E ratio 2021 28,1x
Yield 2021 2,79%
Capitalization 259 B 259 B -
EV / Sales 2021 7,65x
EV / Sales 2022 7,18x
Nbr of Employees 80 300
Free-Float -
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Number of Analysts 26
Last Close Price 59,96 $
Average target price 63,98 $
Spread / Average Target 6,71%
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Managers and Directors
James Quincey Chairman & Chief Executive Officer
Brian John S. Smith President & Chief Operating Officer
John Murphy Chief Financial Officer & Executive Vice President
Nancy W. Quan Chief Technical & Innovation Officer
Barry Charles Diller Independent Director
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