Situation:

Coke has historically been a popular choice during meals, both at home and out, particularly among Millennials and Gen Z. The challenge for Coke now is to stand out in a crowded market, where every carbonated drink brand in Thailand is also targeting the 'Meal-Pairing' occasion to attract Gen Z.

Brief:

The goal is to boost the consumption of Coke during meals by reinforcing mealtime rituals among Thai Gen Z, and to enhance brand engagement with this demographic.

Objectives:

- Strengthen association of Coke with social meal occasion by driving penetration among Gen Z by 2%

- Trigger transaction of Combo meal with Coke on FSA, estimated to receive 10% purchase

Coke Social Kitchen – The world’s first kitchen, powered by social and cooked by people’s conversation.

Introducing the world’s first social kitchen, where dishes are powered by people's conversations to inspire dialogue at the table. Coke sees an opportunity to connect with Thai Gen Z by tapping into their conversations, using food as a medium for engagement. Through social listening, we identify topics that Thai Gen Z are passionate about—whether it’s gossip, relationships, LGBT self-expression, or trending series—and transform these into 'Food Creations'. These dishes are designed to spark enjoyable conversations among Gen Z during meals accompanied by Coke.

We are also excited to unveil 'Co-Creation Dishes', developed in collaboration with Gen Z’s favorite influencers who represent the community and shared interests of Thai Gen Z. These dishes are crafted to ignite conversations and bring joy to dining moments.

Coke aims to attract Thai Gen Z (18-25 years old) in Bangkok by enhancing their 'With Meal' moments. Recognizing a shift towards 'social foodies' who value conversations over meals, Coke seeks to transform the typical 'Meal-Pairing' into 'Moment-Pairing'. This approach emphasizes the joy of engaging conversations during meals, elevating the dining experience.

Focusing on 'At Home' consumption, which is the preferred setting for Thai Gen Z, Coke integrates online and on-ground experiences. This allows audiences to share recipes on social media and order influencer-inspired dishes through food delivery services, enhancing their mealtime interaction and engagement.

Coke delivers an online-to-offline experience that sparks conversation and engages Gen Z through collaborations with seven influencers who embody various conversation topics. Together, they've created unique menu items:

• Socializing over the meal: "Gossiping Spaghetti" enhances the dining experience, pairing Gen Z's favorite dish with joyful conversations among friends.

• Relationship talks: "Crazy in Love Ribs", a flavorful meat dish, brings relationship discussions to the table with loved ones.

• Inclusivity: "Dare to be Noodle" by a renowned LGBT singer advocates for inclusivity, encouraging diners to embrace and express their true selves.

• Trending topics: "Zombie and Feud Chicken Fried Rice" adds zest to discussions about new trending movies.

We partner with a food delivery service and operate from 19 cloud kitchens around Bangkok, bringing these social dining experiences directly to homes.

The social recipes have sparked widespread conversation on social media, as people discuss and are enticed to try the dishes.

As a result, Coke has gained a 2.8% increase in Gen Z customers and achieved 114 million impressions across Thai social networks, effectively putting "Coke with meal" in the spotlight. Our 'Gossiping Spaghetti' became a social phenomenon as people tried and shared their own home-cooked versions inspired by the original recipe.

The popularity of these dishes was evident as they sold out, with 28,000 orders placed for the combo set with Coke via food delivery. Importantly, Coke has succeeded in elevating the dining experience beyond just the meal.