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Has Coke's Real Magic ad 'set the brand back years with the gaming community?'

With great fanfare, Coca-Cola unveiled its brand new global platform two weeks ago. ‘Real Magic’, and its debut ad, were meant to attract Gen Z and gamers to the world’s leading soft drink. But while general market research shows a favorable response to the Coke ad, some within the gaming community are calling the spot ‘inauthentic’, ‘tone deaf’ or worse. Here’s what experts are saying and what marketers can learn from Coke’s polarizing play for gamers.
United Kingdom Doug Scott Tim Crow Wayne Deakin Mia Stellberg Alan Walker

From cigarettes to the cloud: how tech took over F1

The smoke of Marlboro and Camel has cleared for the likes of HPE, NetApp, Darktrace and many more In the 80s and 90s, tobacco sponsorships were as synonymous with Formula 1 as Fleetwood Mac’s ‘The Chain’ – and, it’s a testament to the power of advertising that many of the sports most famous cars and drivers can still conjure the memory of a certain brand of cigarette.   The Williams Renault driven by Damon Hill in 1996 won the Championship, and a mental image of the winning car will...
United Kingdom Niki Lauda Nigel Mansell Aston Martin Williams Renault Tim Crow

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