- Coca-Cola unveiled a new global campaign Monday focusing on the interpersonal connections created when people share a meal, according to a press release.
- “A Recipe for Magic” will air across the U.S., Canada, Latin America, Europe, Japan and other key markets. Content creator and supermodel Gigi Hadid will helm the effort in certain markets. Chinese actor and foodie Yang Yang and Mexican food influencer Oscar Meza are among the other talent taking part.
- The campaign is meant to have a broad reach while being meaningful locally and will be supported by approximately 750 market-relevant influencers and chefs.
Coca-Cola’s new campaign centers food as a vehicle for making interpersonal connections, integrating the soda into special moments around the dinner table. The inspiration for “A Recipe for Magic” comes from research cited in press materials showing that more than 80% of people want to share a meal more often and over 65% are reminded of the value of connecting with others when eating with someone else.
“It’s clear people are longing for greater connection in today’s hyper-connected world, and a universal insight is that meals have the power to do just that,” said Elif Kaypak, global brand marketing lead, The Coca-Cola Company, in a press release.
While the feel-good campaign features three large personalities, a network of hundreds of talent will help bring a local touch to whatever market it appears in. Outside of the video featuring Hadid, additional content showcasing the three central talents in the campaign will be featured on TV, social media and billboards, among other channels.
Coca-Cola’s focus on sharing meals follows a similarly themed effort from beer brand Stella Artois, that revamps its marketing to address how people are spending more time at home having dinner with friends.
“A Recipe for Magic” is inline with Coke’s marketing of the past few years, which has put diversity and togetherness front and center. While the brand has experimented with outlandish flavors such as “transformation,” maintaining a familiar taste has been a selling point for the brand. In the release for the new campaign, Coca-Cola cited research that reflects the beverage’s cultural relevance during meals, with one in two global shoppers saying the drink makes gatherings more enjoyable.
The campaign follows rival brand Pepsi’s recent overhaul of its visual identity for the first in 14 years. The new design moves away from the minimalist trends in marketing to embrace maximalism.
The Coca-Cola Company has experienced financial growth over the past year, with net revenues up 11% in 2022. Case volume also grew 5% during the 2022 fiscal year.