Three simple, essential ingredients — the moment of connection, the meal and an ice-cold Coca‑Cola — combine to create a “recipe for magic” when friends and family gather around the table. That’s the core message behind a new global Coca‑Cola campaign announced today in the United States, Canada, Latin America, Europe, Japan and other key markets.
“A Recipe for Magic” celebrates the human bond formed by family members, friends and even strangers while breaking bread – rooted in the belief that whether an everyday or a specially planned occasion, meal moments become magical when they are enjoyed together. All it takes is a mix of good company, great food and ice-cold Coca‑Cola.
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.”
While content featuring Hadid and friends will launch in select markets around the world, Chinese actor and food enthusiast Yang Yang, and Mexican “chefluencer” Oscar Meza, will also bring the campaign to life through TV and social media films, recipe-focused billboards and more.
More than 80% of people wish they could share a meal more often with loved ones*, with over 65% believing that sharing a meal reminds them of the importance of connecting with others.**
“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. “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.”
According to research, one in two global shoppers agree that Coca‑Cola helps make gatherings more enjoyable* and approximately 86% of the brand’s global shoppers agree that Coca‑Cola makes any meal better.*
Markets will support the campaign through content from approximately 750 influencers and locally relevant chefs. The goal is to create more meaningful meal moments and encourage people to get together and share more than just the food on the table.
“We hope to create a movement where people share their own ‘recipes for magic’,” Kaypak said. “While Coca‑Cola is universal, food is inherently local — so we are intentionally featuring a diverse range of cuisines and creators. The complexity of life pulls us away from each other and the table, so we hope to inspire people of all ages, all backgrounds, all walks-of-life, to come together around the table and celebrate the magic of shared meals and Coca‑Cola.”
*Source: Momentum Global Meals Study, 2021, n=1850 “Inexcusables” + See Research, “Coke x Meals x Inclusivity” Qualitative Research prepared for TCCC Human Insights, May 2022
**Source: American Heart Association, October 2022.