Coca-Cola Launches Food Landmarks Around the World

Coca-Cola Launches Food Landmarks Around the World

Published: February 16, 2024

Coca-Cola is set to launch “Foodmarks,” a unique initiative celebrating the enduring connection between food, culture, and iconic moments.

The project builds upon Coca-Cola's "A Recipe for Magic" campaign, which highlighted the shared joy and connection fostered over meals.

Foodmarks expands on this concept with an interactive map showcasing over 400 locations worldwide, where memorable meals paired with Coca-Cola have taken place.

“Foodmarks wield the extraordinary power to transcend borders and tell stories of shared experiences and cultural significance. They are a testament to the universal language of mealtime,” Elif Kaypak, global brand marketing lead at The Coca-Cola Company, stated in a press release.

The Foodmarks interactive map (Source: Coca-Cola and Time Out)

The Foodmarks campaign is in partnership with leading global media and hospitality firm Time Out and crafted and executed by WPP Open X, led by Ogilvy.

“We are thrilled to work with Coca-Cola on this global partnership – it makes the most of what we do and represent as a brand: our authentic ‘best of the city’ content, global footprint, experience-hungry audience around the world, engaging channel mix, and most of all, our love for cities and food expertise,” Time Out Media CEO Stacy Bettman said.

Coca-Cola’s Foodmarks can be restaurants, cafes, markets, or even street vendors, each carrying a unique story embedded in local history and cuisine.

The launch includes five initial immersive pop-up experiences in major cities that will bring select Foodmarks to life, recreating scenes from iconic movies with corresponding culinary delights partnered with ice-cold Coke.

  • New York City, USA (February 16-17): Relive the iconic photograph of Marilyn Monroe enjoying a hot dog and Coca-Cola, featuring shops, flash shows, and a virtual Marilyn brought to life through AI.
  • Rio de Janeiro, Brazil (March 1): Step into "Pizzaria Cazuza," an 80s-themed rock restaurant and music venue serving Cazuza's favorite pizza and Coca-Cola, inspired by the local rock legend.
  • Hong Kong, China (March 8-10): Immerse in the cinematic flavors of "The God of Cookery" by visiting the recreated "Beef Ball Shop" featuring popular dishes from the film.
  • New Delhi, India (March 8): Enter the golden age of Bollywood and enjoy meals inspired by superstar Raj Kapoor’s favorites, as selected by his very own grandson.
  • Bangkok, Thailand (April): Embark on a magic audiovisual experience celebrating Bangkok's most epic nights out Spotlighting street food stalls that Bangkok is known for.
Foodmarks' initial launch spans five major cities around the world (Source: Coca-Cola and Time Out).

In conjunction with its global launch, this year's "A Recipe for Magic" campaign will also feature "Real Recipes," aiming to showcase the everyday creation of Foodmarks in homes worldwide.

Renowned filmmaker Vincent Haycock is set to curate and capture authentic stories of individuals crafting their own "Recipe for Magic" into short films.

Foodmarks is the latest example of Coca-Cola's efforts to connect with consumers on a deeper level.

In recent years, the company has launched several initiatives that focus on health consciousness, sustainability, and community engagement.

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