Coca-Cola partnered with Time Out to create a brand new journey information of meals locations impressed by tradition and leisure.
The beverage model and the media firm produced an interactive map of “Foodmarks,” 413 locations around the globe which have hosted memorable meals paired with Coke over the many years. The marketing campaign, a continuation of final 12 months’s “A Recipe for Magic,” additionally entails 5 immersive experiences re-creating moments from leisure that featured the beverage.
Developed by WPP Open X, the hassle will kick off Feb. 16 and 17 in New York with a nostalgic expertise impressed by a well-known 1957 photograph of Marilyn Monroe stopping Manhattan visitors to get pleasure from a scorching canine and Coke from a avenue cart. The occasion will embrace theater, dance, retailers and a digital Monroe dropped at life by synthetic intelligence.
The {photograph} of Monroe served because the preliminary inspiration for Foodmarks, Coca-Cola senior international artistic technique director Islam ElDessouky instructed ADWEEK.
“This triggered us to suppose we’re most likely in hundreds, if not tens of millions, of moments that folks can relate to,” ElDessouky stated. “The thought grew to become to introduce the world to one thing just like the Michelin Information by way of guiding folks to sure locations. However we would like it to be very accessible.”
The marketing campaign will proceed all through the spring with 4 extra Foodmarks occasions.
On March 1, the model will open a Eighties-themed restaurant and live performance venue in Rio de Janeiro primarily based on an image of Brazilian rock musician Cazuza stress-free with pizza and Coke after a present.
A pop-up retailer in Hong Kong, working March 8 by 10, relies on 1996 comedy The God of Cookery.
And a March 8 occasion in New Delhi will use augmented actuality and AI to re-create meals that Nineteen Fifties Bollywood star Raj Kapoor used to share on set.
The marketing campaign then heads to Bangkok in April with a avenue meals expertise.
A world ambition
The Monroe occasion in New York shortly bought out, however influencers attending the occasions will assist amplify the marketing campaign on social channels.
WPP Open X facilitated the partnership with Time Out Media, which already advises readers on the place to dine and hang around. Time Out advised the thought of an interactive map of eating places, chosen by a mixture of its journalists and members of its Tastemakers influencer community.
Coca-Cola plans so as to add extra locations to the information in coming weeks, with the aim of constructing an in depth archive “of each Foodmark that exists in tradition, motion pictures, collection or whatnot,” ElDessouky stated.
Whereas ElDessouky stated the interactive experiences are principally focusing on youthful shoppers, he believes the marketing campaign can attain anybody.