“This is just Foodmarks 1.0,” he added. “It has to keep growing and it has to keep giving more access to people.”

Coca-Cola launched “A Recipe for Magic” in April 2023 to celebrate the bonds formed through shared meals.

The brand will further build on that effort this year with “Real Recipes,” a series of short films by director Vincent Haycock showcasing meals prepared in homes around the world.

“Simplicity is very hard in marketing. We have a tendency to complicate things and go into intellectual territories that people do not follow easily,” ElDessouky said. “But [A Recipe for Magic] is super easy to relate to … It’s the perfect moment, the perfect meal, an ice-cold Coke.”