Coca-Cola Urges Consumers to Ditch Screens for Shared Meals

Coca-Cola is launching a new global campaign titled 'The world will wait' to encourage consumers, particularly Gen Z and millennials, to prioritize meaningful moments with friends and family over constant distractions.

The campaign, which goes live on August 3, challenges the idea that urgent tasks should always take precedence. Instead, it encourages people to pause and enjoy shared meal occasions with loved ones.

Coca-Cola has rolled out two hero films, 'Laptop face' and 'The most important meeting', depicting everyday scenarios where people choose to step away from pressing obligations to share a meal.

The brand is partnering with influencers to encourage audiences to unplug from their devices and spend quality time over a meal. Out-of-home and digital executions will also promote the importance of shared meals, with copy such as 'Laundry can wait. Fried Chicken & Coca-Cola can't' and 'No one ever said 'this meal could have been an email.'