In Great Britain, Coca‑Cola campaign launches with foodie and mum Gigi Hadid, celebrating the magic of shared meals and aiming to inspire more meaningful meal moments.
Ad featuring Gigi Hadid will appear on TV, VOD, Cinema, OOH and social throughout April and May
Great Britain (April 3, 2023) – Today, Coca‑Cola introduces a new global brand campaign and platform, A Recipe for Magic, celebrating the magic of shared meals and the incredible 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, 1 in 2 global shoppers surveyed agree that Coca‑Cola helps make gatherings more enjoyable* and approximately 86% 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.
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.
Notes to Editors
The campaign was developed by WPP Open X, led by Cartwright, and supported by Ogilvy, Momentum Worldwide, Mediacom, United Talent Agency, VMLY&R and Zeno.
For more information, recipe inspiration and additional campaign content, visit the Coca‑Cola website.
About The Coca‑Cola Company
The Coca‑Cola Company (NYSE: KO) is a total beverage company with products sold in more than 200 countries and territories. Our company’s purpose is to refresh the world and make a difference. We sell multiple billion-dollar brands across several beverage categories worldwide. Our portfolio of sparkling soft drink brands includes Coca‑Cola, Sprite and Fanta. Our hydration, sports, coffee and tea brands include Dasani, smartwater, vitaminwater, Topo Chico, BODYARMOR, Powerade, Costa, Georgia, Gold Peak and Ayataka. Our nutrition, juice, dairy and plant-based beverage brands include Minute Maid, Simply, innocent, Del Valle, fairlife and AdeS. We’re constantly transforming our portfolio, from reducing sugar in our drinks to bringing innovative new products to market. We seek to positively impact people’s lives, communities and the planet through water replenishment, packaging recycling, sustainable sourcing practices and carbon emissions reductions across our value chain. Together with our bottling partners, we employ more than 700,000 people, helping bring economic opportunity to local communities worldwide. Learn more at www.coca-colacompany.com and follow us on Twitter, Instagram, Facebook and LinkedIn.
*Source: Momentum Global Meals Study, 2021, n=1850 “Inexcusables” + See Research, “Coke x Meals x Inclusivity” Qualitative Research prepared for TCCC Human Insights, May 2022