Coca-Cola has launched a new global marketing campaign starring Gigi Hadid that celebrates the brand’s suggested “recipe for magic” –great friends, great food and ice cold Coca-Cola.
The “A Recipe for Magic” effort highlights the connections that people feel while sharing a meal together and highly suggests that drinking a Coke is part of that meal. The idea is that these meals help people share more meaningful moments.
“It’s clear people are longing for greater connection in today’s hyper-connected world, and a universal insight is that meals have the power to do just that,” said Elif Kaypak, Global Brand Marketing Lead, The Coca-Cola Company, in a blog post. “Coca-Cola has a rich and storied connection with food and has established its role as the perfect pairing to meals cooked at home, ordered-in for takeout, or enjoyed in a restaurant. We hope this campaign will encourage our fans to get together and share more than just the food on the table through authentic moments.”
Anchoring the “A Recipe For Magic” creative content is foodie and mom, Gigi Hadid. “Cooking is a love of mine. It’s an extension of my creativity,” Hadid said. “I learned, especially from my dad, that cooking is so much about intuition, self-expression, and connecting with others.”
The campaign launches this week in the United States, Canada, Latin America, Europe, Japan and “other key markets.” In addition to Hadid’s content, Chinese actor and food enthusiast Yang Yang and Mexican “chefluencer” Oscar Meza will also star in spots. The campaign includes TV, social media films and “recipe-focused” billboards, as well as content from about 750 influencers and chefs.
The effort comes in response to research from the brand that found that more than 80% of consumers wish they could eat with loved ones more often and more than 65% saying that sharing a meal reminds them of the importance of connecting with others.
