World-leading non-alcoholic drinks firm Coca-Cola is exploring a new marketing campaign that will see the firm offer meal and recipe suggestions that can be paired with its soft drinks, according to an article in the Drum.
Quoting Coca-Cola Enterprises vice president and general manager Leendert den Hollander, the Drum reports that the company arrived at the idea after discovering that 45% of British consumers searched online for recipe ideas.
The campaign is set to coincide with the UEFA European Championship, when the firm will link key events with recipe suggestions inspired by national cuisines associated with the competing teams.
The Drum notes that the campaign could potentially be heavily linked with social media, with consumers likely to be encouraged to suggest their own recipe and meal ideas that could be paired with Coca-Cola products.
Source: The Drum