Brand Urbanism

Coca-Cola Launches Pop-Up Dining Room

Coca-Cola is known for its always surprising marketing campaigns. This time the Atlanta-based producer of the sugary black gold joined forces with the Italian TV-chef Simone Rugiati to promote eating together with friends or family.

On a cozy plaza in Naples, Italy a converted Coca-Cola delivery truck pulled out a dining table. Inside the truck Simone Rugiati was cooking a wide variety of local dishes. As the video shows, everybody was invited to join in on the fun.

The soft drink giant contributed with this pop-up dining room to the ‘Let’s Eat Together’ movement, which promotes all the advantages of eating together. There is also a Facebook app with nice Italian recipes and the option to invite your friends for a nice dinner together.

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Brand Urbanism

A growing number of consumer brands are investing in the city, working together with cities to find solutions for urban issues. In a time of austerity, brand urbanism provides local governments with more possibilities in realizing ambitious projects, while giving brands a one-off opportunity to show their involvement in and responsibility for the city.

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