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Christened Real Magic, Coca-Colas new campaign rekindles the multinational companys trademark promise to unite and uplift people every day while adding recent relevance to the current world. Principally, the ad targets Generation Z consumers aged 10 to 24 years and perceived to be technological savvy. The company includes games such as World of Warcraft, an EA Sport game, which youngsters typically like (Coca-Cola, 2021). Also, the organization considers the 20 months that people have lived with COVID-19 has taught everyone lessons, including discovering magic in unexpected situations.
The advert proves to convey the message to its target audience effectively. Firstly, the ad incorporates gaming and EA Sports that most young people play routinely. The advert shows how the young generation is connected to the virtual world when it involves a scene that depicts an Orc communicating to a game player. Secondly, the advert includes celebrities such as DJ Allan Walker, commonly associated with young peoples hits (Coca-Cola, 2021). Using aspects that generation Z can identify with, the advert effectively conveys the message.
The adverts message is to encourage the spirit of unity and oneness during difficult and unexpected situations. In the ad, an Orc in the game is hit and seems to lose his ability to continue fighting. The young player picks a bottle of coke, and after the first sip, the mincing Orc wakes up, throws his weapons, and greets his opponents. The Coca-Cola Company also regarded this ad as One Coke Away From Each Other to encourage people to celebrate humanity and acknowledge that what sets people apart is weaker than what unites them Coca-Cola, 2021). The actions in the ad reflect the current situation; hence, the audience is highly convinced since they can relate to all the unexpected problems that COVID has brought.
The Real Magic advert ultimately will achieve its objective based on the information it aspires to confer. There are two reasons behind the ads success in conveying the aimed message. First, the inclusion of generation Z aspects such as popular gamers like Aerial Powers and DJ Alan Walker guarantees its success in reaching the target group, predominantly the young generation. Secondly, the ad relates to the current situation in that it relates to the abrupt change of life, the Orcs falling, which resembles the sudden emergence of the coronavirus (Coca-Cola, 2021). Most people during the pandemic era needed mental, financial, and health assistance to find hope in life. Including the spirit of unity during the time of need in the game, the ad portrays hope and encourages its audience that everything is under control. Also, the ad shows most people glued to their phones, computers, and television screens, mostly at home. This increased use of technology to communicate is also a product of the virus during the pandemic where the overuse of software like Zoom and Google Meet started. Incorporation of life during the pandemic period increases the ads relevance to the public, leading to its acceptability (Coca-Cola, 2021). Therefore, the two reasons will enable the ad to convince the target group.
While the advert might still communicate effectively, quick branding and instant meaning are necessary for more efficient delivery to prospective customers. The Real Magic ad is two minutes extended, and luminary information is evident when the ad is halfway one minute. It can be more effective if the ad shows the main message within the first five seconds to encourage instant meaning. If the ad is displayed once the ad starts and is repeated severally, there will be increased chances of recall from the audience (Yanhs, 2021). Also, the company needs to focus on quick branding in their adverts since the Real Magic ad forces one to think that it is a gaming company promoting the new console or a new game (Hudders et al., 2019). That way, there will be less confusion and assumption from the target groups hence comprehensive coverage.
References
Coca-Cola. (2021). Coca-Cola Launches Real Magic Brand Platform | Coca-Cola News. The Coca-Cola Company. Web.
Coca-Cola. (2021). One Coke Away From Each Other Real Magic (Extended Version) [Image]. Web.
Hudders, L., Van Reijmersdal, E. A., & Poels, K. (2019). Digital advertising and consumer empowerment. Cyberpsychology: Journal of Psychosocial Research on Cyberspace, 13(2). Web.
Yanhs, K. (2021). Council Post: Five Ways To Improve Your Social Video Advertising. Forbes. Web.
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