Coca-Cola has launched a new global brand campaign and platform, A Recipe for Magic, that encourages people to get together and share more than just the food on the table.
The campaign is spearheaded by American model, mum and food lover Gigi Hadid.
A new ad sees Hadid invite some friends round to rustle up homemade pasta and share some laughs over a bottle of Coke. It runs across TV, video on demand, cinema, out-of-home advertising and social media throughout April and May.
“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.”
Martin Attock, Vice President of Commercial Development at Coca-Cola Europacific Partners GB, had this advice for retailers: “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.
“The ‘A Recipe for Magic’ campaign will help shine a light on the role Coca-Cola has during these shared mealtime moments.”
