Coca-Cola Serbia recently launched a "Coke and Meals" campaign to rediscover authentic traditional recipes from all corners of the country to use as inspiration for new culinary delights. To celebrate the launch, the team unveiled two unique handcrafted billboards: one knitted and one woven using traditional materials and techniques.
The billboards were set up in central locations in western and southern Serbia as part of "The Unforgettable Tastes of Serbia." The signs promoted a 12-episode video series featuring
In an attempt to highlight the rich cultural heritage of Serbia that reflects through both the traditional cuisine and crafts, Coca-Cola initiated "The Unforgettable Tastes of Serbia" to bridge the gap between the traditional and modern.
"Coca-Cola has long been an essential part of every meal, but now we wanted to take it a step further and show that Coke goes well not only with modern meals but also with some more traditional and slightly forgotten dishes," said Tanja Petrovic, marketing manager, Serbia/Montenegro/Macedonia. "What was also very important to us was to support the local community, which we have done by including the old craft, resulting in these handmade billboards we're very proud of. We strongly believe the strength of our brand lies in the fact that we can integrate fully into every aspect of the community we operate in and give back to the community by leaving a mutual heritage, particularly through projects like this."
The billboard in Zlatibor in western Serbia was knitted and displays a pattern used on sweaters and other garments made of wool that are typical in this region. A second in Pirot in the south of the country was woven in a pattern typical for the Pirot area was used on the borderlines. This was the first time a traditional craft was used to create innovative marketing tools such as billboards. The four-stage project will eventually publish a cookbook with the rediscovered dishes and their reinvented counterparts.
Coca-Cola will host a final event at the museum of Ethnography in Belgrade that will integrate and unite all project stages and give the public the opportunity to learn about the local food and craft heritage as well as Coke's role in promoting local traditions.