Breaking down Coca-Cola’s marketing spell book as Real Magic turns one

Coca-Cola trademark president Selman Careaga and head of global creative strategy and content Pratik Thakar share a behind-the-scenes look at how they activated this massive global platform.
Picture this. You’re one of the world’s most iconic brands coming off of a large-scale reorganization, sluggish sales and a spate of underwhelming ad campaigns. With all the world watching, you unleash your first new global platform since 2016. You promise to be more Gen Z-focused, more agile, mo