Responses attributed to Chrystian A. Lim, Director, Marketing, Coca-Cola Singapore–Malaysia
Q: Thank you for sharing about the Coca-Cola Foodmarks campaign in Singapore. At its core, the campaign seems to beautifully tap into a universal human truth: food brings people together. How did this insight shape the development of Foodmarks, and how does Coca-Cola ensure its campaigns continue to be rooted in such relatable, human experiences?
A: That’s right – the campaign is deeply rooted in the universal human truth that food is a powerful catalyst for connection. We know that some of life’s most cherished moments happen around a dining table, sharing a meal with loved ones. For Coca-Cola, our role has always been to refresh those moments – and Foodmarks is a natural evolution of this.
Foodmarks recognises and celebrates communal eating experiences, reinforcing how an ice-cold CocaCola can make these connections even more special. We consistently strive to tap into these shared human experiences because they create genuine resonance and an authentic connection with our consumers, moving beyond just product promotion to being part of their life moments. Rather than creating a brand experience that feels imposed, we focused on elevating existing dining rituals that Singaporeans already cherish – from neighbourhood hawker meals to restaurant gatherings with family and friends.
By celebrating these food landmarks and embedding Coca-Cola naturally into these moments, Foodmarks becomes less about promotion and more about participation. This human-first approach is how we continue to build relevance. We begin by understanding the everyday moments that matter most to people, and design experiences that add value to those moments. Itallows Coca-Cola to remain emotionally meaningful while staying deeply rooted in local culture — in Singapore
and across Asia.
Q: Foodmarks feels both deeply local and highly scalable. As a global Coca-Cola platform that has now been introduced in Singapore, what insights about Singapore’s food culture shaped the local expression of Foodmarks, and how does this campaign reflect Coca-Cola’s approach to hyperlocalisation across diverse Asian markets?
A: While Foodmarks is a global Coca-Cola platform, its expression in every market is shaped by local culture. Singapore is a vibrant melting pot of flavours and cultures, and our insights showed that food places here are more than dining destinations. They are social anchors — places where families and friends gather, colleagues connect and everyday rituals unfold. This understanding shaped how Foodmarks was brought to life locally.
We also know that Singaporeans love discovering good food, appreciate a good deal and naturally enjoy pairing their meals with a beverage as part of the dining experience – whether to enhance flavours, refresh the palate, or simply complete the meal. This understanding of our audience informed the on-ground experience, where a complimentary Coca-Cola is paired with meals at participating Foodmarks outlets as a natural companion, adding a simple, immediate reward to everyday dining moments.
Rather than applying a uniform template, we curated a diverse mix of food landmarks that reflect Singapore’s multicultural fabric — spanning neighbourhood favourites and eateries across cuisines. The Classified – Confidential experience was designed to feel natural within these everyday dining rituals, allowing Coca-Cola to be present in moments that already matter to people. This approach mirrors how Foodmarks has been localised across Asia. In Thailand, the campaign spotlighted iconic street food hubs and even extended into pop culture with the “Epic Night Out” music video featuring Thai rapper F.Hero, celebrity chef Chef Pom and creator Badmixy — bringing food culture and entertainment together for younger audiences. In the Philippines, Foodmarks launched in Binondo, Manila’s historic Chinatown, weaving culinary heritage and community stories into an immersive discovery of local food culture.
This reflects our broader approach to hyper-localisation – while the platform remains consistent in purpose, its meaning is always shaped by local insight, enabling Foodmarks to remain globally coherent while staying deeply local in every market it enters.
Q: Foodmarks integrates QR-enabled sampling and mobile interaction into everyday dining moments. What does this phygital layer signal about how Coca-Cola sees the future of consumer engagement?
A: Consumer behaviour today is increasingly mobile-first, yet deeply rooted in physical, real-world experiences — from dining out to socialising and exploring spaces. The future of engagement is not about choosing between digital or physical, but about meaningfully connecting the two.
The decision to leverage QR codes within Foodmarks was very intentional. It creates aseamless and immediate digital touchpoint within a physical environment — giving consumers instant rewards through a complimentary Coca-Cola that is just a scan away. At the same time, the QR codes are only accessible on site, encouraging people to step into these food landmarks and be part of the physical dining experience. More broadly, this phygital layer creates a simple way for Coca-Cola to be present in everyday dining moments — where people are already eating, gathering and making choices. It allows the brand to show up naturally within real-life settings, reinforcing Coca-Cola’s place alongside meals.
Q: The selection of over 20 diverse ‘Foodmarks’ partners is crucial for local resonance. What informed this choice of partners, and what does it reveal about how Coca-Cola thinks about partnership strategy today?
A: Our selection process was guided by a balance of factors — including authenticity, reach and the emotional connection people already have with these establishments. Rather than focusing only on large or highly commercial venues, Foodmarks was designed to spotlight places that could exemplify Singapore’s diverse and rich food scene. We have always believed that meaningful partnerships are built not just on impact, but on shared values and real cultural relevance. By collaborating with eateries that are embedded within communities and everyday life, Coca-Cola is able to connect with people in moments that feel natural and meaningful — creating real connections that are grounded in everyday experiences rather than manufactured interactions.
Q: Beyond redemptions and short-term engagement, how does Coca-Cola define success for a platform like Foodmarks?
A: While redemptions and active participation are certainly valuable metrics, for Coca-Cola, success for a campaign like Foodmarks extends beyond immediate engagement. We define success by how effectively these experiences strengthen Coca-Cola’s role as an companion in everyday dining occasions. This means assessing whether Foodmarks drives brand affinity by encouraging people to rediscover local culinary gems, whether it meaningfully enhances the shared experience of a meal, and how it builds positive, lasting brand equity connected to moments of joy and connection. Over time, success is reflected in sustained relevance and how naturally Coca-Cola continues to fit into people’s everyday routines
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