The world’s most popular brand beverage company Coca-Cola introduced a new marketing concept called Magic Magic. Always directing consumers to happiness, positive and filled with optimism feelings, Coca-Cola presents its new 3D logo by calling for everyone to discover the “magic of the moment” of everyday life.
New Global Coca-Cola’s global philosophy called in October 2021, called Magic Magic. This philosophy implies magic moments hidden in everyday events that people face daily, although they are not always aware. Thus, the new Coca-Cola philosophy will cover all the products and advertising materials of the brand. And the “Hug” logo is designed to encourage Coca-Cola admirers to feel and appreciate the positive and happy moments that we face in everyday life.
Coca-Cola believes that the experience of “Magic Magic” is inside and in the life of everyone. A new philosophy calls for the “magic of the moment” in the life itself, in the actions and feelings of people, as well as in the emotions they express. In this sense, it is not accidental that the new philosophy of Coca-Cola originated during a pandemic. Based on the fact that there are many moments that combine people in real and virtual worlds, the brand emphasizes the importance of combining all around human values.
In order to acquaint people with this philosophy, Coca-Cola also introduced a commercial called “at a distance of one Coca-Cola from each other.”
According to Manolo Arroyo, the vice-president of the company’s marketing: “Coca-Cola is a brand, in itself consisting of contradictions: it is a modest, but cult; authentic, but with a big secret; real and at the same time magical” . According to the philosophy of the Magic Magic, ordinary and varied, simple and momentous moments give the world a special color. At the same time, the Magic Magic reflects the essence of Coca-Cola: the real taste, which is indescribable, unique and wizard
“With the help of” Magic Magic “we want to build communication with consumers through the presentation of a unique experience with which everyone will be able to hold their own parallels,” says Arroyo. “
Changes in the logo in Azerbaijan can already be seen on the brand pages on social networks, as well as on outdoor street advertising.
However, “Magic Magic” does not end. Citizens of Azerbaijan will witness the magical events that will unite people of different ages, beliefs and values, both in the virtual space and on the streets of the capital Baku and other major cities.