Coca-Cola Launches ‘Real Magic’: A New Brand Platform That Redefines Connection and Celebrates Togetherness

Case Study: Coca-Cola’s Real Magic Campaign – A New Era of Connection

In 2021, Coca-Cola launched “Real Magic”, a global brand platform that marked the company’s most significant refresh in over five years. Rooted in the idea that magic happens when people connect, the campaign aimed to unite audiences through shared human experiences. In a world that had grown more divided due to the pandemic, Coca-Cola sought to inspire connection, harmony, and positivity.

This case study explores how the “Real Magic” campaign redefined Coca-Cola’s brand identity and leveraged cutting-edge digital and interactive media to reach modern consumers.

Campaign Overview: A Philosophy of Connection

At its core, “Real Magic” is about celebrating the small, unexpected moments that make life extraordinary. Coca-Cola, long a symbol of togetherness, used the campaign to position itself as more than just a beverage but as a force that bridges divides and brings people closer, especially in challenging times.

The campaign introduced a refreshed visual identity, including the new “Hug” logo—a clever design element that made the Coca-Cola logo look as if it were wrapping around its packaging, symbolizing unity and connection.

As Coca-Cola’s Chief Marketing Officer, Manolo Arroyo, put it:

“Real Magic is not just a tagline. It’s a philosophy that transcends advertising and embodies everything special about the brand.”

Visual Identity: Diversity and Creativity in Design

The “Real Magic” campaign’s visual identity is the most diverse in Coca-Cola’s history. The new design, developed in collaboration with Wieden+Kennedy London and creative network KnownUnknown, features a range of styles and treatments from various photographers, artists, and illustrators. The goal was to represent different perspectives and voices, reflecting the campaign’s message of unity.

The diversity of visual styles—from realistic to abstract—allowed Coca-Cola to appeal to a broad audience while keeping its messaging fresh and engaging.

Key Campaign Elements

1. One Coke Away From Each Other The first major creative execution under the “Real Magic” platform was the “One Coke Away From Each Other” campaign. This film blurred the lines between the real and virtual worlds, showcasing how Coca-Cola could bring people together across different realities. It featured three prominent gamers—DJ Alan Walker, Aerial Powers (of Team Liquid), and Average Jonas—who represent the diverse, hyperconnected world the campaign aimed to reflect.The video explored the idea that Coca-Cola could act as a bridge, even between universes, highlighting the brand’s symbolic role in fostering unity. The film launched on September 27, 2021, with a full rollout across digital, social, and out-of-home channels.
2. Interactive Code Hunt In select markets, Coca-Cola ran a unique, interactive code hunt that engaged fans in a gamified experience. Beginning on October 11, 2021, viewers could find hidden codes embedded in the “One Coke Away From Each Other” film. These codes could be redeemed for prizes, including gameplay sessions with celebrity gamers.To further boost engagement, Coca-Cola partnered with Twitch, the popular interactive livestreaming platform, where top creators unlocked additional codes for their viewers. Fans could win virtual goods, such as Twitch Bits, further integrating the campaign with the online gaming community.
3. Collaborations with Creators and Gamers Coca-Cola’s approach to this campaign was to meet their audience where they are—primarily in the gaming and digital spaces. By partnering with high-profile gamers and Twitch streamers, Coca-Cola tapped into a dedicated community that values interaction and shared experiences. The inclusion of these creators helped the campaign feel more authentic and less like traditional advertising.

Campaign Results: A Win for Digital and Real-World Engagement

Coca-Cola’s “Real Magic” campaign was designed for a hyperconnected world, and its results demonstrate how the brand effectively engaged both traditional and new audiences:

• Massive Online Reach: The “One Coke Away From Each Other” film quickly went viral, thanks to its high-profile gaming influencers and stunning visual storytelling. The integration with Twitch livestreams attracted millions of views, and the gamified code hunt kept fans engaged long after the initial campaign launch.
• Increased Brand Interaction: Coca-Cola’s interactive strategy, particularly the hidden code hunt, created excitement among fans and incentivized them to actively participate. By tying the campaign to gaming and Twitch, Coca-Cola introduced its brand to younger, tech-savvy consumers who may not have been as engaged with traditional advertising.
• Strengthening Brand Loyalty: By focusing on togetherness and human connection, Coca-Cola deepened its emotional resonance with consumers. The diversity of voices and visual styles in the campaign made Coca-Cola feel more inclusive, allowing fans from all walks of life to see themselves in the brand.

Why It Worked

The “Real Magic” campaign succeeded because it tapped into cultural moments and platforms that felt authentic to its audience. Coca-Cola understood that in today’s fragmented world, consumers crave connection, whether through shared experiences in real life or digital interactions. By blending both real-world and virtual elements, the campaign made Coca-Cola relevant to a new generation of fans.

The use of influencers, gaming, and digital interactivity ensured the campaign resonated with younger audiences, while the nostalgic and inclusive message appealed to long-time Coca-Cola fans. The visual refresh and “Hug” logo further solidified the brand’s commitment to innovation, all while maintaining its core values of unity and togetherness.