This Campaign is Changing Perspectives on Coca-Cola and Food
Laura McQuarrie — December 9, 2016 — Marketing
For years, consumers have come to know Coca-Cola as a comforting carbonated beverage that's frequently available at both backyard barbecues and fast food settings —but now, the beverage brand is making a concerted effort to change way Coca-Cola and food are paired.
Recently, Coca-Cola sponsored a number of food bloggers to share photos on Instagram featuring classic bottles of Coke with dishes that would offer a feast for the eyes of foodies. Becky Hardin of The Cookie Rookie shared a combination of her own Creamy White Chicken Chili and Coke, describing: "The ultimate combination of two of my very favorites!"
Other upscale Coca-Cola and food pairings include paella, lobster and ramen. As one of the new ads in this campaign says: "It's an Amateur Move to Limit Coca-Cola to Fast-Food."
Recently, Coca-Cola sponsored a number of food bloggers to share photos on Instagram featuring classic bottles of Coke with dishes that would offer a feast for the eyes of foodies. Becky Hardin of The Cookie Rookie shared a combination of her own Creamy White Chicken Chili and Coke, describing: "The ultimate combination of two of my very favorites!"
Other upscale Coca-Cola and food pairings include paella, lobster and ramen. As one of the new ads in this campaign says: "It's an Amateur Move to Limit Coca-Cola to Fast-Food."
Trend Themes
1. Gourmet Soda Pairings - Gourmet soda paired with high-end cuisine is a potential market.
2. Brand Partnerships with Food Bloggers - Working with food bloggers to showcase product pairings could be a successful marketing strategy.
3. Elevating Classic Food Pairings - Reimagining classic food and beverage pairings for a modern audience could resonate with consumers.
Industry Implications
1. Beverage Industry - The beverage industry has an opportunity to experiment and innovate new beverage and food pairings to cater to the changing consumer preferences during meals.
2. Food Service Industry - The food service industry could benefit from incorporating gourmet soda pairings on their menus, attract new customers and increase revenue.
3. Marketing Industry - A marketing strategy that leverages new partnerships and collaborations between food bloggers and brands can help drive brand awareness and engagement.
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