Coca-Cola's Foodmarks campaign returns with Friday blind boxes fever

Coca-Cola has brought back its "Foodmarks" campaign, introducing a Friday blind box initiative in collaboration with several yakiniku restaurants to help Hongkongers kick off their weekends with the flavours of Coca-Cola.

Established in 2024, the Coca-Cola Foodmarks campaign encourages the discovery of new food experiences while savouring the iconic taste of Coca‑Cola. This year, the campaign invites Hongkongers to pair Coca-Cola with yakiniku, allowing them to enjoy the delightful combination of savory juices and bubbly soda while gathering with friends.

The campaign aims to strengthen the relationship of Coca-Cola with meal times by providing dining inspiration through the Coca-Cola Foodmarks “Friday blind box” experience, kicking off consumers' Fridays with exciting food rewards and new dining options, said a spokesperson from Coca-Cola. 

Coca-Cola has invited BTS member V to join as the brand ambassador, inspiring audiences’ dining experiences through promotional videos and photos that showcase delightful flavors across Hong Kong.

From 13 March to 24 April, Coca-Cola will collaborate with yakiniku restaurants, such as Yakiniku LIKE, R.U.D, Yakiniku Yamagyu (山牛), Yakiniku Guu (佐賀燒肉), and Hon Wo Korean Restaurant (漢和韓國料理) to launch the "Coca-Cola Friday Blind Box" online lottery experience. For seven consecutive weeks, over a thousand limited dining offers will be available, providing instant rewards and inspiration for Hongkongers’ meals.

During the event period, participants can scan the designated QR code at noon on Fridays to access the Foodmarks website and register as a COKE+ member to unlock the "Coca-Cola Friday Blind Box." With one click, they will have a chance to win yakiniku offers that they can use immediately. Rewards include buy-one-get-one-free deals on selected yakiniku Coca-Cola meal sets and various dining discounts. Each COKE+ user can open the blind box once a week, while there are no limits on the number of lottery entries during the event. 

The campaign has leveraged online-to-offline integration (O2O) as part of its strategy, driving online engagement by encouraging visitors to log into the Foodmarks website, register as a COKE+ member, and open the Coca-Cola Friday blind box, said the spokesperson. "With one tap, you may win yakiniku deals and redeem them instantly! And encouraging offline consumption at partner restaurants and show your Friday Blindbox result to redeem a mystery gift at designated street activation counter, only available on Fridays during the promotion period."

Apart from the online blind box lottery, Coca-Cola will offer various surprises during the event. Beginning on 13 March, a promotional truck will visit Mong Kok, Tsim Sha Tsui, and Causeway Bay for three consecutive Fridays. Participants can receive a mystery gift by either scanning the designated QR code on the truck or showing proof of participation in that day's "Coca-Cola Friday Blind Box" lottery.

Additionally, on designated days, customers who purchase specific Coca-Cola products at participating "Coca-Cola Foodmarks" restaurants can redeem mystery gifts with a voucher. More surprise street experiences will be announced soon, aiming to offer the unique flavours of Coca-Cola and add excitement to every Friday.

In addition, Coca-Cola has launched a collection of exclusive souvenirs featuring V that celebrate human connection. The collection includes stickers, postcards, and collector's albums, each featuring photos of V enjoying Coca-Cola and striking poses in a red branded truck. During the promotion, customers can receive these items for free by purchasing select meal sets at designated restaurants, while supplies last."

The campaign is amplified via Coca-Cola Foodmarks website, QR code entry points and COKE+ membership integration, the brand's official social media channels such as Instagram and Facebook, partner restaurants, convenience stores, supermarkets and online grocery platforms. There will be a promotional truck touring busy districts, covering areas close to the brand's key restaurant partners in the city. 

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“At Coca-Cola, we believe great food tastes even better when shared with friends and family. Through the Coca-Cola Foodmarks ‘Friday Blind Box’ campaign, we aim to inspire consumers to kick off their weekends with delicious meals and iced cold Coca-Cola. By introducing weekly exciting surprises, we celebrate happiness and togetherness that only Coca-Cola can offer," said Kelvin Au, Coca-Cola brand lead, Hong Kong and Macao.

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