Coca-Cola Pulls in Gigi Hadid for ‘A Recipe for Magic’

Coca-Cola has featured American supermodel Gigi Hadid in the brand’s latest campaign A Recipe for Magic. This campaign aims to celebrate the magic of shared meals and the incredible human connections that happen when we get together with others to enjoy a meal.

Feel Good Campaign

Coca-Cola for it’s A Recipe for Magic cited research that more than 80% of people want to share a meal more often and over 65% are reminded of the value of connecting with others when eating with someone else.

Elif Kaypak, global brand marketing lead, The Coca-Cola Company, said it’s clear people are longing for greater connection in today’s hyper-connected world, and a universal insight is that meals have the power to do just that.

The campaign features three large personalities – Gigi Hadid, Chinese actor and foodie Yang Yang, and Mexican food influencer Oscar Meza, and a network of hundreds of talent to help bring a local touch to whatever market it appears in. The ad will be showcased on television, social media, and billboards, among others.

Diversity and Togetherness

The beverage company has put diversity and togetherness at the front and center of ‘A Recipe for Magic’. Coca-Cola highlighted research that reflects the beverage’s cultural relevance during meals. One in two global shoppers said the drink makes gatherings more enjoyable.

The campaign will be launched in the UK, US, Europe, China and Japan to celebrate the importance of food in enhancing human connections.