Coca Cola debuts ‘Real Magic’ platform to spice up consumer experience

30Nov 2021
By Guardian Reporter
Dar es Salaam
The Guardian
Coca Cola debuts ‘Real Magic’ platform to spice up consumer experience

THE Coca-Cola system in the country unveiled a new brand philosophy and platform called ‘Real Magic,’ which invites everyone to celebrate the real magic of humanity.

Coca-Cola Kwanza Tanzania’s Managing Director, Unguu Sulay (L) talking to Kinondoni District Commissioner, Godwin Gondwe (C) during the launch of ‘Real Magic’ platform campaign last week. Photo: Guardian Correspondent.

The platform refreshes the brand’s trademark promise – to unite and uplift people every day with renewed relevance for the world. 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 electric moments in our everyday diverse lives with our consumers around the country so as to unite and uplift them,” said Coca-Cola Kwanza Tanzania’s Managing Director, Unguu Sulay during the launch of the campaign in Dar es Salaam last weekend.

In a speech read on his behalf by the company’s Business Development and Commercial Director, Josephine Msalilwa, Sulay said Coca-Cola’s mission has been to spread positivity and optimism for over 100 years hence Real Magic continues the trend.

“We believe its core philosophy will resonate with people all over the globe and 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 artists and influencers, to unite and uplift people,” he added.

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 company’s logo that will feature across all markets.

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 the soft drinks maker.

“Real Magic is not simply a tagline or a one-off campaign but rather a long-term brand philosophy and belief that will drive and guide marketing and communications across the Coca-Cola Trademark,” the MD noted.

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 in-store, cinema, and malls activations, with fantastic offers for customers.

Seconding his boss, the company’s Brand Manager, Kabula Nshimo said through the Real Magic platform, the company wants to ultimately engage consumers 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,” Nshimo said adding that in order to keep consumers connected with the campaign, a series of activities have been lined up and they include, surprise appearances by partner artists and influencers to engage with customers on several occasions. She said the company is launching the campaign to promote unity and love among consumers.