Today, Coca-Cola is introducing a new global brand campaign and platform, A Recipe for Magic, celebrating the magic of shared meals and the human connections that happen when we get together with others to enjoy a meal. The ambition for the campaign is to encourage people to get together and share more than just the food on the table.
Anchoring “A Recipe For Magic” creative content is foodie and mum, Gigi Hadid.
“Cooking is a love of mine. It’s an extension of my creativity,” said Hadid. “I learned, especially from my dad, that cooking is so much about intuition, self-expression, and connecting with others.”
While creative content featuring Hadid and friends will launch in select markets around the world including Great Britain, influencers across the world will also bring the campaign to life.
“At Coca-Cola we’ve long recognized the inherent power of meals as a connecting force for positive shared experiences. When we looked at the data on this and saw people’s attitudes towards the meals occasion, it was interesting to note that despite living in a hyper-connected world, people are longing for greater connection,” said Elif Kaypak, Global Brand Marketing Lead at The Coca-Cola Company. “Research tells us people wish they could share a meal more often with loved ones and that sharing a meal reminds them of the importance of connecting with others.”
According to research, one in two global shoppers surveyed agreed that Coca-Cola helps make gatherings more enjoyable and approximately 86 per cent of the brand’s global shoppers surveyed agreed that Coca-Cola makes any meal better.
“Launching A Recipe for Magic we hope will inspire people to come together around a meal and we’ve designed the campaign around what we believe to be the three easy, essential ingredients that help make the experience truly magical: the moment, the meal, and Coca-Cola!” said Kaypak.
Martin Attock, Vice President of Commercial Development at Coca-Cola Europacific Partners GB, said: “Cola is the most popular sparkling soft drink consumed at mealtimes in GB, but many shoppers are still looking for meal planning inspiration. Cross-category displays and merchandising solutions in store can help increase basket spend, prompting shoppers to add a soft drink to their evening meal purchase. This could be Coca-Cola Zero Sugar alongside a family-sized pizza or a Mexican Fajita kit. ‘A Recipe for Magic’ campaign will help shine a light on the role Coca-Cola has during these shared mealtime moments."
Rolling out globally in all markets, including the US, Canada, Latin America, Europe, China, Japan and more, the campaign is the latest expression of Coca-Cola's “Real Magic” global brand philosophy and is rooted in the belief that whether an everyday or a specially planned occasion, meal moments become magical when they are enjoyed together: all it takes is a simple mix of the right ingredients – good company, the right food, and ice-cold Coca-Cola.
