After a decade of sluggish sales, Coca-Cola has ditched its “Taste the Feeling” campaign and replaced it with its flashy new “Real Magic” global marketing movement, which was introduced in a video about a fictitious esports competition featuring popular gamers DJ Alan Walker, Aerial Powers, and Average Jonas. The “Real Magic” brand philosophy is rooted in the belief that magic lives in unexpected moments of connection that elevate the everyday into the extraordinary—a timeless learning that feels more relevant than ever in today’s hyperconnected yet divided world. Real magic happens when people get together and when what we share in common is greater than what sets us apart.
“Coca-Cola is defined by dichotomies: humble but iconic, authentic yet secret, real yet magical,” said Manolo Arroyo, Global Chief Marketing Officer at Coca-Cola. “The ‘Real Magic’ philosophy is rooted in the belief that dichotomies can make the world a more interesting place—a world of extraordinary people, unexpected opportunities, and wonderful moments. We ultimately want to engage people very differently through an ecosystem of unique and ownable experiences…with a community that demands something different than what they may have come to expect from Coca-Cola.”
Teaming up with Twitch, Coke will launch a “Code Hunt” on Oct. 11 for prizes including sessions with celebrity gamers. In fact, the brand hid 25 codes in the film! Coke will also place codes in Twitch live streams produced by gaming creators.
As a part of the campaign, Coca-Cola will award prizes to consumers who find and enter the hidden codes on a Coca-Cola microsite in participating countries. Winners can receive their share of one of the largest-ever prize pools of Bits, a virtual good used to show support for Twitch streamers, as a part of the sweepstakes administered by Coca-Cola.