The Coca-Cola Company launched The Red Thread, a unique campaign inspired by Serbia’s tradition and forgotten tastes, aiming to preserve some of the traditional dishes from the entire country and bring them back to the dining table.
Guided by the idea that Coke is a perfect partner to meals and that it gathers families around dining tables across the world, the company set about combining what was seemingly impossible to put together – the most popular global brand and the local tradition, through gastronomy and handiwork, as an inspiration. The campaign objective was to blend traditional and modern, bringing back to the dining table and slightly modernizing some of the most prominent dishes of Serbia, as well as promoting old crafts such as weaving and knitting.