This archive report was first published on 2 November 2021.
On November 2, 2021, The Coca-Cola system in Kenya unveiled the Real Magic brand philosophy and platform, inviting everyone to celebrate the real magic of humanity.
The Real Magic platform includes a new design identity for the Coke Trademark, which includes 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 the 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 we are living in 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, said, 'We are excited to be the first market in Africa to launch and roll out the Real Magic philosophy and platform and to introduce the new logo in our products and communication.'
The platform is built from lessons of the last 18 months, acknowledging that people can find magic around them when they come together in unexpected moments that elevate every day into the extraordinary.
