Thoughout April and May, a Coca-Cola advert featuring model, mum and TV personality Gigi Hadid will air on TV, video on demand, cinema and out of home, to encourage people to get together to share food and ’meaningful moments’.
The activity forms an introduction to the global brand platform A Recipe for Magic. While creative content featuring Hadid and friends will launch in select markets around the world including Great Britain (GB), influencers will also bring the campaign to life.
Elif Kaypak, global brand marketing lead at The Coca-Cola Company, said: “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. 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.”
The company claims that research shows one in two global shoppers surveyed agreed that Coca-Cola helps make gatherings more enjoyable (Momentum Global Meals Study) and that approximately 86% of the brand’s global shoppers surveyed agreed that Coca-Cola makes any meal better.*
Martin Attock, vice president of commercial development at Coca-Cola Europacific Partners GB, said: “Cola is the most popular sparkling soft drink consumed at meal times in GB [Kantar] 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 meal time moments.”
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