Coca-Cola Foodmarks celebrate the magic created in the moment

While an iced cold beverage can be perfectly refreshing, opening that red can and sharing it with another person is more than just another drink. That intersection of food and culture is at the heart of Coca-Cola Foodmarks.  

Certain images can instantly connect with people. That captured moment tells a story, evokes an emotion, or otherwise resonates with people. From movies to glimpses into people’s real lives, the visual sparks a conversation.  

Sometimes a meal is the time where one word turns into a bigger connection. That simple story recapping the day can reveal a connection from the past. Finding those similarities may not have been discovered without those moments enjoying a refreshing beverage and a satisfying plate of food.  

With the new Coca-Cola Foodmarks campaign, the classic beverage brand celebrates iconic food and culture moments. While some images may be familiar and others new, the common thread connecting them all is the same. It is all about discovering the magic in the moment.  

As Elif Kaypak, Global Brand Marketing Lead at The Coca-Cola Company said, "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. As we unveil the five global iconic Foodmarks and hundreds more in neighborhoods around the world, we celebrate the moments that have shaped culture and connected us through the shared magic of Coca-Cola." 

While the iconic polar bears and Santa might be part of holiday Coca-Cola imaging and many people smile at the Mean Joe Green football commercial, these moments are different. It is about the connection that people have in, around, and at the table.  

Coca-Cola Foodmarks looks at three key elements in all these moments; the perfect moment, the perfect meal, and an ice-cold Coca-Cola.  Whether it is Marilyn Monroe and a hot dog, a post-show late night meal in Brazil, or the food stalls in Thailand, the similarities are there. The food might be different, but it is the connection over food and beverages which brings people together.  

To launch the Coca-Cola Foodmarks, the first Foodmark experience will open in New York City. From February 16-17, the space will celebrate the Marilyn Monroe moment through a blend of 1957 and 2024 elements. Additional immersive spaces will open in Rio de Janeiro, Brazil, Hong Kong, China, New Dehli, India, and Bangkok, Thailand.  

In addition, Coca-Cola has partnered with Time Out to feature best in city content that exemplifies the Foodmarks experience. Through the media brand’s expertise, the concept of bringing together people to experience the intersection of food and culture will be highlighted across their channels.  

While Coca-Cola has launched new permanent beverage flavors and pushed the boundaries with its Creations line, the reality is that the iconic beverage brand resonates with people because it needs to be more than just a soda. Whether it is a recipe for magic, a family tradition, or something else, people need appreciate that connection.  

Chefs often say that food is the common connector and the table is the place where boundaries disappear. That idea should not be a secret recipe known by just a few. Through the Coca-Cola Foodmarks campaign everyone can get a taste of that magic experience of sharing a meal and a connection with others.