Building association between meals and Coca-Cola has long been one of the key drivers for getting more people reaching for 1+ more Coca-Cola each week.

In 2024, faced with the perennial challenge of getting more people to drink more Coca-Cola each week and growing market share, they needed to double down on being front of mind at mealtime. Their goal was to build positive association between meals and Coca-Cola, and drive engagement around the culture of eating out. When people were thinking about eating out, we wanted them to think of us, because they have a positive emotional connection to meals and Coca-Cola.

Additionally, the goal was to earn media impressions and create buzz on social media by creating a culturally impactful experience.

Foodmarks are landmarks for famous meal moments. They combine three ingredients: an iconic moment, a meal, and a Coca-Cola. Like in 1957 when Marilyn Monroe ate a hot dog with a Coca-Cola in Manhattan.

There are thousands of photos capturing moments like this. So we turned the locations of these iconic images into real landmarks, each with an entertaining participatory experience.

-Eat a hot dog where Marilyn ate a hot dog in NYC in 1957.

-Enjoy pizza at Cazuza's favorite restaurant in Rio from the 80s during a live tribute show.

-Visit a movie set based on a Raj Kapoor film inside his favorite restaurant.

-Recreate a scene from the influential Hong Kong film, The God of Cookery.

All with a Coca-Cola.

We used food influencers to create 1500+ additional Foodmarks, each serving a unique meal experience with Coca-Cola, discoverable through an interactive map made with food publication Time Out.

The target audience is Moment Makers: Gen-Z and Millennials who pay attention to what's hot and what's not in culture and are always connected to the world around them.

Needs have shifted from a need for food to a desire for food experiences, and competition from brands to be front of mind at mealtime has become greater than ever. Coca-Cola wanted to lead food culture and elevate the meal experience of people all over the world. The Foodmarks experience would take consumers on a journey, from discovering them, to being entertained by them with a meal and a Coca-Cola, to sharing the moments with their followers.

Foodmarks around the world celebrated the inextricable link between Coca-Cola and meals. We worked with influential talent from local cultures, the cities, and neighborhoods of our audience, to infiltrate food culture.

In February 2024, we launched Foodmark experiences in four countries based on real photos. Each iconic photo was brought to life as an iconic meal experience for today’s food lovers. Thousands of people came to sold-out, Instagrammable, live entertainment events supported by AR, OOH, a Time Out partnership, social and influencer content.

-In NYC we recreated the street where Marilyn Monroe shared a meal with the help of choreographers, designers and engineers.

-In Rio, we rebuilt rock legend Cazuza’s favorite pizzeria as a venue, with a live concert from Jão.

-In Delhi, we transformed Raj Kapoor's favorite restaurant into a Bollywood set.

-In Hong Kong, we recreated four scenes from the influential film, The God of Cookery.

Each experience drew in thousands of people and resulted in billions of impressions.

The experiences launched the wider Foodmarks campaign: an interactive, global map of 1500+ influencer-created Foodmarks in cities across the world.

We built a positive association between meals and Coca-Cola driving sales and engagement around the culture of eating out.

1500+ Foodmarks were created in one month resulting in 2 billion+ impressions with 99% positive sentiment in North America. Time Out saw 1.4 million visits. Foodmarks became the #3 trending topic in Brazil. 812 PR placements went live. Foodmarks saw a 4.5% engagement rate on content created by 500+ influencers (50% above benchmark).

Preliminary results show that the Meals Occasion share increased by .4% (vs - .1% competitors) - reflecting over $2B estimated market value. Hong Kong saw +15% increase in net sales revenue for the food and drink channel. US YouGov BrandIndex data showed average buzz at 18.9, attention at 29.3, and purchase intent at 14.7. A year on year gain of 4.7% for buzz , 5.8% for attention, and 2.5 for purchase intent.