COCA-COLA LAUNCHES REAL MAGIC PHILOSOPHY AND PLATFORM IN TANZANIA

Coca-Cola Tanzania Brand Manager, Kabula Nshimo (left) speaks to guests (not in photo) during the unveiling of a new philosophy and the Real Magic brand platform in Tanzania at Serena Hotel in Dar es Salaam over the weekend. On the right is the Franchise Senior Manager at the Coca-Cola Company, Hellen Masumba. The brand will take consumers on an exciting journey which will include several launches to reveal and activate the campaign across Tanzania.

Coca-Cola Tanzania Brand Manager, Kabula Nshimo (right) and the Trade Marketing Manager at Coca-Cola Kwanza Tanzania, Wahda Mbaraka (left) in a cheerful moment during the unveiling of a new philosophy and the Real Magic brand platform in Tanzania at Serena Hotel in Dar es Salaam over the weekend. The brand will take consumers on an exciting journey which will include several launches to reveal and activate the campaign across Tanzania.

The Coca-Cola system in Tanzania has unveiled a new brand philosophy and platform called Real Magic, which invites everyone to celebrate the real magic of humanity.

The platform refreshes the brand’s trademark promise – to unite and uplift people every day – with renewed relevance for the world we live in today. The platform is built from lessons of the last 18 months: that we can find the magic all around us when we come together in unexpected moments that elevate every day into the extraordinary. It also acknowledges the many contradictions experienced as new generations find harmony and human connection in a virtual and divided world.

“As we launch the Real Magic platform here in Tanzania, our goal is to share and celebrate the Real Magic moments in our everyday diverse lives with our consumers around the country as to unite and uplift them,” said Unguu Sulay, Managing Director, Coca-Cola Kwanza Tanzania.

“Coca-Cola’s mission has been to spread positivity and optimism for over 100 years and Real Magic continues that promise. We believe its core philosophy will resonate with people all over the globe: that we can all experience real magic in real moments when we come together. Through it we will connect and champion the diverse lives of our consumers in Tanzania through collaborations with our artists and influencers, to unite and uplift people in moments of Real Magic,” added Sulay.

Real Magic marks the first new global brand platform for Coca-Cola since 2016 and is being launched alongside a refreshed visual identity for Coca-Cola, as well as a new perspective on the Coca-Cola logo that will feature across Coca-Cola marketing. Inspired by its representation on Coca-Cola’s iconic packaging, the “Hug” logo lifts the curved Coca-Cola trademark on the bottle and can labels to provide a visual signature that will embrace and frame moments of magic across Coca-Cola’s communications.

The platform will also host a brand campaign dubbed ‘One Coke Away From Each Other,’ which has been built for, and with, a community that demands something different than what they may have come to expect from Coca-Cola. In developing this campaign, the company has partnered with the best artists, influencers, and other creatives.

Coca-Cola is collaborating with artists, and social influencers to bring the concept of Real Magic to life through the embrace of the Hug logo. Through their own distinct and unfiltered imaginations, they will bring moments of everyday magic to life in ways that are inclusive and collective, yet also individual and expressive.

Real Magic is not simply a tagline or a one-off campaign: It is a long-term brand philosophy and belief that will drive and guide marketing and communications across the Coca-Cola Trademark.

The brand will take consumers on an exciting journey which will include several launches to reveal and activate the campaign across Tanzania. These will include instore, cinema, and malls activations, with fantastic offers for customers. This will then culminate into a grand celebration that will include a Coca-Cola Christmas caravan, lit up Christmas trees in select public locations as well as taking real magic moments to commuters and those who will travel by train to be with their loved ones across the country during the festive season.

“Through the Real Magic platform, we ultimately want to engage people very differently through an ecosystem of memorable individual experiences. Our consumers across Tanzania will also experience a variety of exciting activities through our range of Coca-Cola products with the new Hug logo for the duration of this campaign. To keep our consumers connected with the campaign, we have lined up a series of activities which include, surprise appearances by partner artists and influencers to engage with customers on several occasions among other activities,” said Kabula Nshimo, Brand Manager Coca-Cola Tanzania.