Can Coke's First New Ad Campaign In 5 Years Spark A Global Turnaround?

In case you didn't notice, Coca-Cola has been uncharacteristically quiet for the last few years as the brand underwent a major overhaul of their teams and agencies. Now they are back with a big new campaign titled “Real Magic” that “will invite everyone to embrace the magic of humanity.” The first video shows an eSports scene with an unusual ending (you can watch it here) alongside the tagline “We are one Coke away from each other.” It is exactly the sort of feel-good ad that you might come to expect from Coke.

More significant is how the brand is evolving its marketing strategy: “Coke will move away from primarily broadcast communication to creating an ecosystem of experiences for our consumers and people everywhere.” The one thing that has always been true about the Coke brand is that it is idolized by marketers across many other industries. So if Coke indeed is moving away from broadcast communications, you can expect many other brands to follow.