- Coca-Cola has dropped a new global campaign designed to inspire people to slow down and reconnect to the joy of eating with others.
- “The World Will Wait” effort includes two new films “Laptop Face” and “The Most Important Meeting.”
- Additionally the campaign includes influencers using the hashtag #AFKMeals in which people say, they are setting away from the computer to dine. There is also an out-of-home campaign with “urgent” messages like: “Laundry can wait. Fried Chicken & Coca-Cola can’t” and “No one ever said ‘this meal could have been an email.’”
Coca-Cola’s new global campaign pushes back on 24/7 hustle culture in which people prioritize spending more time online and less on IRL moments. The idea is to bring people together over shared meals and to make Coca-Cola part of these moments.
“In a world that constantly demands our attention, we’ve observed a growing tension among our consumers – especially younger generations – who truly desire genuine connection but often feel overwhelmed by the urgent pressures of daily life,” said Arnab Roy, global president at Coca-Cola, in a statement shared with Brand Innovators. “The World Will Wait” is designed to inspire us and remind everyone that some moments are simply too important to postpone. We want to rekindle the joy of shared meals, positioning Coca-Cola as the perfect companion that brings people together.”
