Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Marketing Strategy, Product Brands and Branding.

Description: Coca-Cola’s latest campaign sees the soft-drink marketer looking to appeal to a community of creatives while situating itself as a beverage ideal for moments begging to be uplifted. The effort is the most recent push under its Real Magic initiative, launched in 2021 to highlight connection and shared moments.

Source: – video report

Date: Mar 09, 2023


Questions for discussion:

  • Who is the target audience for this ad campaign and this ad in particular?
  • What is the message Coke is trying to send?
  • Do you think the attempt is succeeding?
  • Do you think this style of advertising is appropriate?