A pair of culinary maestros are helping reintroduce
In a new campaign targeting gastronomy aficionados and novice foodies alike, celebrity chefs Aarón Sánchez and Roblé Ali highlight the perfect pairing of
The campaign aims fuses fans' love affair with food and the modern meal experience – from food halls to food trucks. “Serve with a
"It’s as much about my life experiences as it is about my kitchen experiences," Chef Aarón said. "It embodies everything I’ve ever done professionally and everything I’ve ever done personally. And
Americas’ love affair with food is experiencing a renaissance, according to Jeanine Lewis,
Millennials, roughly half of whom describe themselves as foodies, are especially passionate about food – and constantly express their opinions about the best dishes, restaurants and more on social media.
“And although many may disagree about what the best food is, we can all agree on one thing:
Coca-Cola partnered with the two popular chefs and TV personalities because both are highly respected among Millennials, especially multicultural Millennials. “Aarón has a sophisticated style and specializes in Latin food, whereas Roblé has an approachable, youthful style that overlaps with pop food culture,” Lewis adds.
The campaign also features digital video, print, radio and outdoor advertising and experiential activations.
We caught up with both chefs recently and asked them to dish about their favorite foods to pair with
What’s your earliest memory of enjoying
Coca-Cola with food?
Aarón: I’m bicultural, so I grew up spending my summers in El Paso, Texas, and Mexico where my family is from, and the rest of the year in New York City. I have vivid memories of going to my grandma’s house in El Paso on Saturdays and eating homestyle Mexican food, usually enchiladas, with an ice-cold Coke. There was something about how the taste of Coke played with the intensity of chopped raw onion and the spiciness of the chiles.
Roblé: Sitting on the steps of my grandparents’ house in Poughkeepsie, New York, listening to a Mets game on the radio and eating bologna-and-cheese sandwiches with a Coke. Those were the good-old days! I still enjoy a good bologna and cheese sandwich, but now I get a little chef-y and use mortadella and maybe some gruyere. But the Coke is of course still there.
What about the flavor profile of
Coca-Cola pairs so well with so many different foods?
Aarón: The worst thing you can do is have a beverage that’s weak in flavor and overshadowed by the food, or vice versa.
Roblé: It’s a great palate cleanser. It’s sweet and maybe a little sour. It balances out big flavors and can hold its own with any food. It’s like a great rapper rapping over a great beat. It just fits. I also like to say it’s a breath. A relief. Imagine you’re a whale in the ocean, and you have to come up for air before diving back down. When you’re eating a meal, a sip of Coke is like that. It’s that little bit of tanginess, it’s the sweetness and it's the effervescence… the bubbles. It’s like you’re baptizing your mouth with every sip. It’s like a great dance partner… it rocks well. Sometimes when I’m eating, I love the dish but I’m actually looking forward to my next sip of Coke more than my next bite.
What are your favorite dishes to pair with a
Roblé: A steak with a really nice char. Anything Mexican. Chinese food… are you kidding me? General Tso’s chicken and a Coke are the perfect pairing. Both are caramel-y and a little sour. Pad Thai. Hot dogs. A warm pretzel. The only meal I don’t drink Coke with is breakfast. The better the food, the better the experience. But you know the
Aarón: I’ll give you two examples. One is more of a complex, “chef-ier” dish, and another is one anyone can make at home. To me, mole speaks volumes to the versatility of