Singing homage to the nation’s rich street food culture, Coca-Cola has launched its latest masterpiece—a vivid, interactive music video—in the heart of Thailand, where the streets are alive with the smells of tantalising meals. This creative project, a part of the global Foodmarks campaign, aims to create an unforgettable ‘Recipe for Magic’ by connecting food, music, and cultural heritage through storytelling.
A Symphony of Flavors and Beats
Conceived in collaboration with WPP Open X and spearheaded by Ogilvy Singapore, the video captures the serendipitous encounter of two icons: Chef Pom, a maestro of the culinary world, and F. Hero, a luminary in the Thai music scene. Their journey through the bustling streets of Bangkok, accompanied by the cool taste of Coca-Cola, epitomizes an ‘Epic Night Out’—one filled with discovery, delight, and the unmistakable bond between music and dining.
Reviving Cultural Legacy with a Modern Twist
Coca-Cola’s Foodmarks campaign in Thailand is more than a mere marketing strategy; it’s a movement to rejuvenate a beloved cultural tradition through a modern lens. By marrying the authentic tastes of street food with contemporary music, Coca-Cola aims to forge a new pathway for the younger generation to connect with their culinary roots. The campaign is a celebration of ‘food landmarks’, unique to each market’s cultural fabric, highlighted through the magical lens of Coca-Cola.
Global Spotlight on Local Delights
Launched in February 2024, the Coca-Cola Foodmarks initiative shines a global spotlight on the distinctive ‘food landmarks’ that shape a market’s identity. In Thailand, the campaign creatively combines the country’s musical and gastronomic talents to craft an upbeat, interactive experience that champions the essence of an ‘Epic Night Out’. This initiative not only showcases Thailand’s food scene but also encourages a deeper exploration of its cultural heritage.
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Voices from the Campaign
TeeJae Sonza, senior director of marketing at Coca-Cola, emphasizes the campaign’s broader vision, “Our Foodmarks are not just about dining; they embody our love in Southeast Asia for uncovering hidden culinary gems within vibrant food scenes.” This sentiment is echoed by Nikhil Panjwani, executive creative director at Ogilvy Singapore, who notes, “Collaborating with legends like F.Hero and Chef Pom was our recipe for blending Coke and meals into pop culture.”
