PRESS RELEASE

The new campaign "We Are One Coke Away From Each Other" is part of Coca-Cola's new global platform Real Magic. The campaign is supported by a commercial that bridges and unites the real, physical world with the virtual one. At the same time, a further developed logo is presented, which symbolizes a warm hug.

Coca-Cola is now unveiling its new global brand philosophy and platform, the first since 2016. It includes a campaign, updated logo and gaming; all with a common thread of uniting and uplifting people every day. The Real Magic philosophy is based on the last 18 months; to find the connection and magic around us, as fellow human beings, when we find ourselves in unforeseen situations.

The philosophy behind Real Magic is dichotomies - contrasting opposites such as; humble yet iconic, authentic yet mysterious, authentic yet magical. With the belief that these dichotomies can make the world a more interesting place, full of extraordinary people and opportunities. While also capturing the very essence of Coca-Cola's unique and magical taste.

- Real Magic is not just a slogan or a one-off campaign, it is a long-term philosophy for Coca-Cola and a belief that will drive and guide us in all communications. Through the philosophy, we want to engage people in a different way through an ecosystem of unique and proprietary experiences. "We Are One Coke Away From Each Other" has been built for, and with, a community that demands something different from what you might otherwise expect from Coca-Cola, in order to find our place in a reality unlike any we have seen before found ourselves in. It is extremely exciting, says Manolo Arroyo, Chief Marketing Officer for The Coca-Cola Company.

The new campaign "We Are One Coke Away From Each Other" wants to demonstrate the belief that what unites people is greater than what separates us. The campaign, which metaphorically shows a physical world merging with a virtual one, aims to both illuminate and celebrate humanity. To frame and embrace moments of true magic, an update of the classic Coca-Cola logo is also being launched. The new logo is based on the iconic signature but is designed to remind us of something many have been missing lately - a hug. Fittingly, it has also been named Hug.

The commercial launched in connection with this asks whether Coca-Cola, as a symbol of togetherness, could bring together universes that are meant to be apart, to create "Real Magic". Participants include famous gamers such as DJ Alan Walker, Aerial Powers from Team Liquid and Average Jonas. The campaign is also part of a larger collaboration between the streaming service Twitch and Coca-Cola.

Coca-Cola teamed up with advertising agency BETC London to create the 'We Are One Coke Away From Each Other' campaign, leading film director Daniel Wolfe and gaming and CGI specialist and production partner Mathematic. Design partners include Wieden+Kennedy London, KnownUnknown and Kenyon Weston.

The campaign will also be visible on social media and digital surfaces.

Coca-Cola AB

Coca-Cola AB is responsible for the marketing of some of the world's best-known brands of non-alcoholic beverages on the Swedish market. The brands in our Swedish product portfolio are Coca-Cola®, Fanta®, Sprite®, MER®, Bonaqua®, Powerade®, fuzetea®, glacéau Smartwater®, Chaqwa® and Minute Maid®. In Jordbro outside Stockholm, Coca-Cola European Partners Sverige AB produces approximately 1.4 million liters of beverage every day. We have committed to reducing the number of calories we put on the market by 20% by 2020. Our PET bottles must consist of at least 50% recycled PET by 2020. For further information, please visit coca-cola.se.

Source:

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