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Coca-Cola – Wants in on ‘Foodie’ Culture

What beverage goes best with lobster rolls, a bagel sandwich stuffed with whitefish, or a bowl of ramen? Coke wants you to think of soda.

Coca-Cola is demanding to sell more of its flagship infusion by signifying the cola can accompany a wide series of meals, somewhat than just the fast food and pizza with which it’s a mainstay. It’s why a current TV ad feature a young couple grabbling mini-Cokes while making paella, and why food bloggers were paid to post photos on Instagram of various dishes, paired specifically with glass bottles of Coke that might appeal to the visual of “foodie” culture. One photo show a bowl of chicken chili with the soda.




“The eventual mixture of two of my very favourites!” wrote the blogger, who has more than 53,000 followers. The caption discloses that the post, which got about 430 “likes,” was a sponsor ad.

Coke has often been market as a good mate for food, the company is trying to make sure it isn’t left at the rear as American tastes evolve and people move away from traditional sodas. The world’s biggest beverage producer is mainly trying to bring up to date the drink’s image among people in their 20s and 30s who may connect soda mostly with places like McDonald’s and Domino’s.

It’s an Amateur Move to Limit Coca-Cola to Fast-Food chain, stated by the online ad of Coke on Vox Media websites. The news post, which was considered to read like a news story, talked about famed food pairings and how tastes like Coca-Cola go with it. A video series with Univision also indicated people enjoy Cokes with a mixture of meals, together with sushi.

An internal conference about the campaign with Vox Media’s creative division, obtain by The Associated Press, said Coke “has long been associated with hamburgers, hot dogs and other classic American dishes,” but that the focal point of the push was “sharing Coca-Cola with family over a healthy home-cooked meal.”



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