Coca-Cola has tapped one of the world’s most popular supermodels Gigi Hadid for its new campaign “A Recipe for Magic.”
A 30-second spot starring the mom and supermodel sees her gathering friends to cook pasta and enjoy quality time together, culminating in a sit-down meal and a cold glass of Coca-Cola, letting audiences in on her “recipe for magic.”
Market research by The Coca-Cola Company discovered 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. Additionally, 86% of the brand’s global shoppers believe that Coca-Cola makes any meal better.
Inspired by this research, Coca-Cola has put human connection through a shared meal at the basis of its campaign with featured appearances by celebrities offering a unique point of attraction for viewers.
“Cooking is a love of mine. It’s an extension of my creativity. I learned, especially from my dad, that cooking is so much about intuition, self-expression and connecting with others,” said Hadid.
While “A Recipe for Magic” featuring Gigi Hadid will be released in key markets such as the U.S., Canada, Europe, Latin America and Japan, another 750 influencers and chefs will be featured in the campaign worldwide.
Local professionals in these fields will develop personalized social media content and recipe-focused billboards to draw further attention to the campaign for distinct markets.
“While Coca-Cola is universal, food is inherently local — so we are intentionally featuring a diverse range of cuisines and creators. We hope to create a movement where people share their own recipes for magic,” announced Elif Kaypak, Global Brand Marketing Lead at The Coca-Cola Company.