It’s been a tough time of late for that magic, dark elixir we call Coca-Cola. COVID has savaged its sales as bars, restaurants and cafes around the globe shut through lockdowns. Not to mention that whole other “sugar is public enemy number one” thing, too.
In fact, Coke sales plummeted six per cent in 2020, its biggest fall since World War II.
Enter a new global campaign – the brand’s first in five-years – aimed at re-energising our interest in the fabled beverage and medicinal tonic to the hungover everywhere.
Called “Real Magic”, the big budget spot’s the work of McCann Worldwide Group and features a partnership with live streaming service Twitch and three gaming influencers – Alan Walker, Ariel Powers and Average Jonas – who all feature in the ad.
The spot’s unashamedly pitched at Gen Zs and features a frenetic World of Warcraft-style esports battle.
Problem is, the 60-second spot is just shouting so many messages at you, the whole thing’s a bit of a confusing eyesore.
You’ve got gamers, clumsy attempts at brand placement, a violent esports battle and well-meaning, if not slightly cheesy, Orcs. Then there’s the spot’s even cheesier message of “one Coke away from each other”.
Plus, there’s also Easter eggs within the ad where viewers can find hidden codes in order to win prizes in what Coke is calling one of Twitch’s biggest ever prize pools.
Check it out for yourself below:
Commenting on the spot, Selman Careaga, president of the global Coca-Cola category claimed the work is “a new philosophy that will guide everything we do with our brand.”
He added that Coke “will invite everyone to embrace the magic of humanity”.
