Coca-Cola's Refreshed Marketing Campaign

 

        "WOW," was my first thought when I saw Coca-Cola's new marketing campaign. Coca-Cola has always done such an incredible job making their ads remarkable. Just when you think it couldn't get any better, it does. They have given goosebumps and a sense of warmth and welcoming to every customer buying their drink and/or watching their ad.

Coca-Cola has made its first new global brand platform for the Coke trademark in five years, and it is called Real Magic. The idea behind this new tagline is to show the consumers we should embrace our unique perspectives. With a new tagline comes a new design. Coca-Cola also introduced us to their "Hug logo", and the idea was formed by Wieden+Kennedy London. KnownUnknown helped with photography, illustrations and animations. The company, KnownUnknown, wants designers to come together and work as one network. Every person who had any part in making this refreshed marketing campaign for Coca-Cola did a great job. They brought outside people in to help make Real Magic come to life.

This Campaign is unique from other companies; however, I do not think it is entirely different from other Coca-Cola ads. I have always thought of Coca-Cola being a company that strived for people becoming friends with everyone. This new marketing campaign still shows that that is exactly what they desire, but maybe they could have gone a little further. They are wanting people to care about others especially in a time like today. If I was the product manager I would have wanted it to shine more. This is the first time they have refreshed their brand in five years. I would have liked to see their commercial have a different song to go with their new tagline.

 I do not necessarily believe they had a specific target audience with this campaign. I think they were actually targeting everyone in every age group and generation. They were promoting positivity, and for us all to oversee our dissimilarities. They did a great job not using certain slogans that only millennials would get. They created a diverse, friendly company.

"One Coke Away From Each Other" stems from Real magic. The commercial shows real and virtual worlds uniting together to stop fighting. Our world is at a standstill, but this commercial is a gift. It allows people to wake up and notice all this violence and hate towards each other will get us nowhere. Instead we can put out differences aside and realize we are all human, and we too could use a hug.

I learned that pulling on some heart strings can really help boost sales. After watching their commercial and reading their ad online I can see myself being a supporter for Coca-Cola because they are a supporter for everyone else.