In 2024, Coca-Cola maintains its overarching global brand platform, "Real Magic," which has been in place since 2021. Alongside this consistent brand message, a significant campaign slogan for the year, particularly associated with major global events, is "Celebrate Everyday Greatness," which is prominently featured for the Paris 2024 Olympic and Paralympic Games.
Coca-Cola's Global Brand Platform: "Real Magic"
Since its launch in 2021, "Real Magic" has served as Coca-Cola's core global brand philosophy. This platform aims to celebrate the everyday moments of human connection and the unexpected magic that can arise when people share a Coca-Cola. It represents the brand's commitment to bringing people together and finding joy in simple, shared experiences.
- Core Message: Emphasizes the joy and connection found in everyday moments.
- Purpose: To refresh the brand's identity and engage a new generation of consumers through shared experiences.
- Scope: Applied globally across all of Coca-Cola's marketing and communications initiatives.
Campaign Slogan for Paris 2024: "Celebrate Everyday Greatness"
For the highly anticipated Paris 2024 Olympic and Paralympic Games, Coca-Cola has adopted "Celebrate Everyday Greatness" as a key campaign slogan. This initiative ties into the spirit of the Games by highlighting the extraordinary achievements of athletes, while also encouraging people to recognize and celebrate the moments of greatness in their own daily lives. The campaign involves a global team of athletes representing diverse sports and nations, showcasing their dedication and inspiring journeys. This slogan underscores Coca-Cola's long-standing partnership with the Olympic Movement, reinforcing values of optimism and unity.
- Context: Specifically developed for the Paris 2024 Olympic and Paralympic Games.
- Theme: Connects athletic excellence with the concept of finding greatness in everyday life.
- Activation: Featured in promotional materials, events, and digital content related to the Games throughout 2024.
Brand Slogan vs. Campaign Slogan: A Quick Overview
Large, established brands like Coca-Cola often use a combination of an enduring brand slogan and more focused campaign slogans to achieve different marketing objectives.
| Slogan Type | Slogan Name | Primary Function | Duration & Context |
|---|---|---|---|
| Global Brand Slogan | "Real Magic" | Defines the company's overarching identity and philosophy. | Long-term, continuous (launched 2021) |
| Campaign Slogan | "Celebrate Everyday Greatness" | Promotes specific events, initiatives, or seasonal themes. | Short-to-medium term, tied to Paris 2024 Games (2024) |
