Client: Coca-Cola
In 2024, Coca-Cola sought to strengthen its connection to meals and drive market share growth by deepening cultural engagement with Gen Z and millennials. Building on its 2021 "Real Magic" platform, the company launched the “A Recipe for Magic” initiative, which emphasized that the right combination of the perfect moment, the perfect meal, and an ice-cold Coca-Cola creates magical experiences. Coca-Cola’s goal was to enhance its association with moments of meals, inspire social media engagement, and foster a cultural impact by celebrating food and shared experiences. To achieve this, Coca-Cola partnered with Time Out to create and bring to life “Foodmarks” — global food landmarks inspired by iconic moments in culture, centered around meals enjoyed with Coca-Cola. The campaign featured immersive events worldwide, each based on recreating iconic meal moments from famous individuals with a Coca-Cola, such as Marilyn Monroe’s iconic hot dog street meal in NYC and Raj Kapoor’s famous Bollywood set in Delhi. The campaign’s earned media strategy resulted in PR buzz across the world with notable media coverage across news publications and influencer channels for each activation. The Foodmarks campaign was highly successful, increasing Coca-Cola’s market share and generating strong engagement across multiple regions. Through a unique, digital and hands-on experience through the partnership with Time Out, Coca-Cola also showcased stellar innovation, one of the company’s key corporate reputation drivers.
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