Coca-Cola has unveiled a novel global marketing initiative featuring Gigi Hadid, which honors the brand’s proposed “formula for magic” – the perfect combination of great friends, scrumptious food, and an ice-cold Coca-Cola.
The “A Recipe for Magic” initiative emphasizes the bonds that people create while enjoying a meal together, strongly implying that having a Coke is an integral part of that experience. The concept behind it is that such meals enable individuals to share more profound and meaningful moments with each other.
“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.”
Starting this week, the campaign will be rolled out in the United States, Canada, Latin America, Europe, Japan, and other important markets. Along with Gigi Hadid’s content, the campaign features Chinese actor and food aficionado Yang Yang, and Mexican “chefluencer” Oscar Meza in various ads. The campaign encompasses television commercials, social media clips, recipe-focused billboards, and content generated by approximately 750 influencers and chefs.
The marketing campaign is a direct response to research conducted by the brand, which discovered that more than 80% of consumers expressed a wish to share meals with their loved ones more often. Additionally, the research revealed that over 65% of respondents believe that sharing a meal serves as a reminder of the importance of connecting with others.