Showing posts with label Global Brand. Show all posts
Showing posts with label Global Brand. Show all posts

Wednesday, September 29, 2021

The Coca-Cola Company Unveils New Global Brand Platform for Coca-Cola Trademark


PRESS RELEASE

The Coca-Cola Company Unveils New Global Brand Platform for Coca-Cola Trademark

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.

ATLANTA, United States of America, September 29, 2021/ -- Brand Introduces Real Magic, its first new global platform since 2016 and reveals the “Hug,” a new perspective on the iconic Coca-Cola (www.Coca-ColaCompany.com) logo; brand launches “One Coke Away From Each Other,” the first global campaign under the Real Magic Platform

Coca-Cola today unveiled a new global 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 magic all around us when we come together in unexpected moments that elevate the everyday into the extraordinary. It also acknowledges the many contradictions experienced as new generations find harmony and human connection in a virtual and divided world. 

“Coca-Cola is a brand defined by dichotomies: humble but iconic, authentic yet secret, real yet magical,” said Manolo Arroyo, Chief Marketing Officer for The Coca-Cola Company.  “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. At the same time, it captures the essence of Coca-Cola itself: a real taste that is indescribable, unique, a touch of real magic.” 

Coca-Cola is collaborating with artists, photographers and illustrators to bring the concept of Real Magic to life through the embrace of the Hug logo. Through their own distinct and unfiltered lenses, they will bring moments of everyday magic to life in ways that are inclusive and collective, yet also individual and expressive.  Design partners include Wieden+Kennedy London, KnownUnknown and Kenyon Weston. 

“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,” Arroyo said. 

Real Magic launches with a new campaign called “One Coke Away From Each Other.” Blending real and virtual worlds, “One Coke Away From Each Other” is a metaphor that speaks to the belief that what unites us is greater than what sets us apart and celebrates our common humanity. The film, which launched digitally on September 27th, asks what if Coca-Cola, as a symbol of togetherness, could bridge universes meant to be apart to create Real Magic. The film also features three well-known gamers – DJ Alan Walker, Team Liquid’s Aerial Powers and Average Jonas. 

Coca-Cola partnered with advertising agency BETC London to create the “One Coke Away From Each Other” campaign, as well as leading film director Daniel Wolfe and gaming and CGI specialist production partner Mathematic. 

The campaign also features social and digital executions, as well as out of home. In select markets, Coca-Cola is running a code hunt beginning Oct. 11 where people can win prizes, including gameplay sessions with celebrity gamers. There are 25 codes hidden within the film. Through collaboration with the Brand Partnership Studio at Twitch, the interactive livestreaming service, gaming creators on Twitch will unlock another 10 codes with their viewers, during livestreams on their Twitch channels. As a part of the campaign, Coca-Cola will award prizes to consumers who find and enter the hidden codes on a Coca-Cola micro-site, in participating countries.  Winners have the chance to 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.  

“Through the Real Magic platform, we ultimately want to engage people very differently through an ecosystem of unique and ownable experiences,” Arroyo said. “’One Coke Away From Each Other’ 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, we’ve partnered with the best creators, with gamers, with Twitch and with others to find our place in a reality unlike any we’ve known before. That’s tremendously exciting.”

Distributed by APO Group on behalf of Coca-Cola.


About The Coca-Cola Company:

The Coca-Cola Company (NYSE: KO) is a total beverage company with products sold in more than 200 countries and territories. Our company’s purpose is to refresh the world and make a difference. We sell multiple billion-dollar brands across several beverage categories worldwide. Our portfolio of sparkling soft drink brands includes Coca-Cola, Sprite and Fanta. Our hydration, sports, coffee and tea brands include Dasani, smartwater, vitaminwater, Topo Chico, Powerade, Costa, Georgia, Gold Peak, Honest and Ayataka. Our nutrition, juice, dairy and plant-based beverage brands include Minute Maid, Simply, innocent, Del Valle, fairlife and AdeS. We’re constantly transforming our portfolio, from reducing sugar in our drinks to bringing innovative new products to market. We seek to positively impact people’s lives, communities and the planet through water replenishment, packaging recycling, sustainable sourcing practices and carbon emissions reductions across our value chain. Together with our bottling partners, we employ more than 700,000 people, helping bring economic opportunity to local communities worldwide. Learn more at www.Coca-ColaCompany.com and follow us on Twitter, Instagram, Facebook and LinkedIn.

SOURCE

Coca-Cola


Monday, May 16, 2011

Chivas Regal and FilmAid International Launch Global Brand Partnership in Cannes




Chivas Regal and FilmAid International Launch Global Brand Partnership in Cannes

FilmAid Founder Caroline Baron, FilmAid President Iliane Ogilvie Thompson and Long-time FilmAid Supporter Robert De Niro Celebrate Launch

CANNES, France, May 16 /PRNewswire/ — Chivas Regal, the world's original luxury Scotch whisky and Official Partner of the Festival de Cannes, has announced a new global brand partnership with the charity FilmAid International.



Caroline Baron, Robert DeNiro and James Slack


The official launch celebration of the partnership took place in Chivas House, on the Croisette in Cannes, on Friday 13th May and was attended by FilmAid Founder Caroline Baron, FilmAid President Iliane Ogilvie Thompson and long-time supporter of FilmAid and President of the Jury of this year's Festival de Cannes, Robert De Niro.

The partnership will see Chivas Regal and FilmAid working together to help, educate and inspire communities in need through the power of film. An initial donation of US$100,000 was made by Chivas Regal to support FilmAid projects across the world.

FilmAid International is a humanitarian organisation that harnesses the power of film to educate and bring hope to refugees and other communities in need around the globe. Founded in 1999 during the Balkan crisis, FilmAid works in partnership with the United Nations Refugee Agency (UNHCR) and other global aid organisations to bring film and video programs that inform inspire and empower to more than 1 million people.

Chivas Regal has a history of supporting cinema, having played a starring role at many of the world's most celebrated events. Now in its third year as the Official Partner of the Festival de Cannes, Chivas Regal continues to strengthen its position in, and commitment to, cinema.

To mark the launch, Chivas Regal commissioned Magnum Photos to create an exhibition showcasing the work of FilmAid, a selection of which is on display in Chivas House.

James Slack, Brand Director of Chivas Regal, says, "The work of FilmAid is truly inspirational and we are delighted to support the amazing work they do around the world.

"The partnership aligns well with values that Chivas Regal is passionate about: brotherhood, generosity, integrity and a social awareness for the world in which we live. The partnership with FilmAid provides our customers with a tangible proof-point of these values while reinforcing our commitment to film and cinema, whether it be here in Cannes or among some of the most needy communities in the world."

Liz Manne, Executive Director of FilmAid, says, "We at FilmAid International are delighted by our new partnership with Chivas Regal. Their dedication to cinema makes them the perfect partner for FilmAid, which brings cinema to those most in need of the inspiration and education that film can provide. We look forward to developing this partnership with Chivas in the future."


For free editorial content from the FilmAid partnership launch, visit the Chivas FTP site:

* Click on the following link ftp.chivasincannes.com
* To view this FTP site in Windows Explorer, click Page, and the click Open FTP Site in Windows Explorer.
* Username: Chivas
* Password: FilmAid2011

Notes to Editors

* Chivas Regal is now in its third year as official supplier of the Festival de Cannes – the most exclusive and celebrated international film festival.
* Chivas Regal's global brand partnership with FilmAid will see Chivas Regal provide financial support to FilmAid projects across the world.
* Chivas Regal commissioned Magnum Photos photographer, Dominic Nahr, to shoot on location at a FilmAid project in Kenya. A selection of images was showcased at the launch event in Cannes.

About Chivas Regal

* Chivas Regal is a truly international premium Scotch whisky brand, sold in more than 150 countries, selling over 4.2 million nine-litre cases annually.
* Chivas Regal is regarded as a global luxury icon, much like the celebrated Festival de Cannes.
* In addition to Cannes, which in 2011 runs from the 11th to the 22nd May, Chivas Regal has historically played a starring role at many other prestigious cinema occasions, such as the BAFTA Nominees Party, The Academy Awards, Césars in France and more recently the Asian Film Awards, of which Chivas Regal 25 is the red carpet sponsor.

About FilmAid International

* FilmAid International is a non-profit organization that harnesses the power of film to reach refugees and other communities in need with messages that inspire, address critical shared needs and effect social change.
* Working in refugee camps, urban slums, disaster zones and other communities in need, FilmAid's screenings provide a vital channel for conveying knowledge, empowerment and hope.
* FilmAid operates two on-going programmes in Kenya: the Kakuma Refugee Camp (85,000 people) on the border of Southern Sudan and the Dadaab Refugee Camp on the border of Somalia (337,000 people). These programmes serve refugees from Sudan, Somalia, Uganda, Rwanda, Congo, Burundi and Ethiopia. FilmAid also works with challenged communities within Kenya, including the Mathare and Kibera Slums. In late 2009, FilmAid started working with Burmese refugees in Thailand, and in 2010 began work with Internally Displaced Persons in Haiti, following the devastating earthquake.

For more information, please contact:
Astrid Froment
International Marketing Manager – Chivas Regal
Tel: +44 (0)20 8250 1658 I / Mobile: +44 (0)7810 630 737
astrid.froment@pernod-ricard.com

Jennie Norrish
Head of PR – Chivas Brothers
Tel: +44 (0) 208 250 1739 / Mobile: +44 (0) 7717 450 023
jennie.norrish@ pernod-ricard.com

Vanessa Jerrom/ Claire Vorger
French/International PR
Tel: +33 (0)1 42 97 42 47 / VJ Mobile: +33 (0) 6 14 83 88 82/ CV Mobile: +33 (0) 6 20 10 40 56
vanessajerrom@wanadoo.fr

Nick Gower
Senior Account Manager – Brand Rapport
Tel: +44 (0) 20 7932 5845 / Mobile: +44 (0) 7786 622 000
ngower@brand-rapport.com