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“Magic can happen anywhere, anytime. A Recipe for Magic only requires: good people, delicious food and ice-cold Coke. What’s your #recipeformagic?” reads the new episode of the effervescent brand, which has signed one of the it girls of the moment to star in it, alongside Chinese actor and foodie Yang Yang.
In the global campaign ad, we see Gigi Hadid gathered with her friends, cooking pasta in good company and drinking Coca-Cola, to let the public know her magic recipe. And beyond modeling, being a mother and having recently presented the fashion show “Next in Fashion”, for the model cooking becomes an extension of her creativity, as well as an essential way to connect with others. For Gigi, the important thing is that connection that is generated with friends around a table: “I crave solace in the chaos, and there’s nothing better than a good plate of pasta and a Coke to feel grounded and close to the people I love.”
THE MAGIC RECIPE
This initiative therefore emphasizes the real bonds that are created in the kitchen, as a kind of collective experience or social act with which to share deeper moments in the midst of a digitally hyper-connected world.
In this regard, the Coca-Cola Company was inspired for this campaign by research and/or market research, which found that more than 80% of people wish they could share a meal with their loved ones more often, while 65% believe that sharing a meal reminds them of the importance of connecting with others. In addition, 86% of the brand’s global shoppers believe Coca-Cola makes any meal better.
“A Recipe for Magic” has been launched in key markets such as the U.S., Canada, Europe, Latin America and Japan, and aims to be rolled out universally by 750 other influencers and chefs who will be part of the cast of the commercial, and share their philosophy for people to share their own magic recipes.
The new campaign thus channels a whole movement that will spread across the physical and digital world: on social networks and billboards, as well as in content generated by influencers such as Mexico’s Oscar Meza, in order to inspire people of all ages and backgrounds to gather around the table and celebrate the magic of shared meals and Coca-Cola.
