COKE SETS THE TABLE, PHONES NOT INVITED

The laptop closes, the fried chicken arrives and the most important meeting of the day turns out to be dinner. Coca-Cola ' s global campaign ' The World Will Wait ', asks Gen Z and millennials to put their devices down long enough to eat together, with two hero films, ' Laptop Face ' and ' The Most Important Meeting ', staging the argument while outof-home posters carry the punchlines.

“ Laundry can wait. Fried chicken and Coca-Cola can ' t.” The campaign arrives weeks after Coca-Cola refreshed its global visual identity, and follows a FIFA World Cup advertising blitz that won the brand the number one share of voice and helped drive 5 % volume growth.

“ We’ ve observed a growing tension among our consumers, especially younger generations, who truly desire genuine connection,” says Arnab Roy, Global Category President at Coca-Cola, in a statement.

10 October 2026