This archive report was first published on 30 October 2021.
On October 30, 2021, the Coca-Cola system in Kenya unveiled the Real Magic brand philosophy and platform, celebrating the real magic of humanity.
The Real Magic platform includes a new design identity for the Coke Trademark, featuring Coca-Cola, Coca-Cola Light/Diet Coke, and Coca-Cola Zero Sugar, anchored by a fresh expression of the Coca-Cola logo.
The Hug logo is inspired by its representation on Coca-Cola's iconic packaging and lifts the curved Coca-Cola trademark on bottle and can labels to provide a visual signature that will embrace and frame moments of magic across Coca-Cola's communications.
According to Debra Mallowah, Vice President, Coca-Cola East and Central Africa Franchise, Real Magic brings out a visual presentation of Coca-Cola's brand history and is a way of embracing every day extraordinary moments that help to make the world a better place.
As part of the Real Magic campaign, Coca-Cola will have various activities geared towards engaging consumers, especially during the festive season, including mall activations, discounts, and offers on products.
Isabelle Kariuki-Rostom, Frontline Marketing Director, Coca-Cola East and Central Africa Franchise, expressed excitement about being the first market in Africa to launch and roll out the Real Magic philosophy and platform.
The Real Magic platform refreshes the brand's trademark promise – to unite and uplift people every day – with renewed relevance for the world we live in today.
