Marketing in the News

By: Breona Daniels 

 My interest in Coca-Cola's latest global campaign came from my love of Coca-Cola (I can't help myself when it comes to a Coca-Cola) and their interest in using Gigi Hadid in their campaign and commercial. Gigi Hadid is a supermodel who is also viral on TikTok for her "Gigi Hadid pasta". I found that them using Gigi in a campaign was a great way to boost sales and their "Recipe for Magic" slogan. 

The article explains how Coca-Cola uses "A recipe for magic" as a way to bring Coca-Cola to the dinner table as the secret ingredient to a magical dinner. In the commercial, it is Gigi Hadid and her friends who are also influencers come over to create a meal and eat it together with the magic in the Coca-Cola. The idea of having a drink at dinner is incorporating the idea that more people are having dinner at home especially in the last few years because of covid and many people have been behind a screen talking to each other and haven't received actual human connection. Coca-Cola also used this campaign for the rival they've been facing with Pepsi, because even though some may say there isn't a difference in the flavor, I would have to disagree with that as there is a major difference in the "magic" of the drink. 

Coca-Cola's value proposition is that the drink is supposed to be "A Recipe for Magic By Gigi Hadid" due to her viral pasta recipe and her being a supermodel the magic is in the drink which will create a great dinner and time with friends. In the commercial, you can see her and her friends making pasta which ties to her viral one.  


Coca-Cola is trying to market the idea that its product is better than Pepsi and this is why you should buy their product. With the idea of using famous people in their ad, it will bring attention to Coca-Cola from all different backgrounds and personalities.

In my opinion, this marketing approach is a great way to bring attention to a younger crowd involved with social media, especially in my eyes because buying Coca-Cola bottles was always an activity I had done with my grandparents as if it was a special occasion. With Gigi Hadid's and the other influencer's social media presence, it brings a new market of people to buy Coca-Cola.

This marketing approach was spot on! It shows a genuine connection in the commercial of friends being brought together while sharing a Coca-Cola over dinner, which in today's day and age can be difficult behind a screen, and finding time to meet with friends can also be difficult with people's busy schedules.

In this assignment, I learned to pay closer attention to the marketing techniques that brands will use to boost sales and how they created such an interesting way to bring it to real life to make that connection from famous influencers to millions of people around the world.

link to commercial/ dive brief

https://www.marketingdive.com/news/coca-cola-gigi-hadid-recipe-for-magic-cpg-marketing/646740/

other sources:

https://commercial-song.net/2023/04/coca-cola-my-recipe-for-magic-gigi-hadid-commercial/






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