Coca-Cola has launched a sweeping new campaign designed to reinforce its dominance across the global quick-service restaurant (QSR) ecosystem, bringing together 13 major chains in what it describes as a first-of-its-kind, multi-brand marketing effort.
The campaign, “And a Coke,” centres on a familiar consumer ritual, finishing an order with the phrase “…and a Coke.” Through three 30-second films, the brand showcases customers across chains such as Domino’s, Popeyes and Wendy’s placing highly customised food orders that all end the same way, positioning Coca-Cola as the default beverage choice regardless of cuisine or occasion.
What sets the campaign apart is its scale and coordination. For the first time, Coca-Cola has aligned a broad mix of franchise-heavy restaurant brands, including Arby’s, Five Guys, Sonic, Wingstop and Panda Express, under a single national platform spanning pizza, burgers, sandwiches and chicken.
Collectively, these partners represent tens of thousands of locations and roughly $66 billion in annual system sales, underscoring the commercial weight behind the initiative.
The creative leans heavily into real ordering behaviour. Spots such as “Drive-Thru Orders,” “Tricky Orders” and “Evening Eats” feature a cross-section of consumers, from families and gamers to bikers and late-night diners, highlighting increasingly personalised meal choices that consistently conclude with the same beverage.
Shakir Moin, President of marketing at Coca-Cola North America, described the approach as rooted in “authentic ordering language” and everyday food occasions, designed to reflect how consumers actually behave at the counter and on apps.
Beyond brand storytelling, the campaign signals a deeper shift toward performance-led marketing. Coca-Cola is integrating the platform across digital ordering channels, including Uber Eats and DoorDash, enabling the brand to connect media exposure directly with purchase behaviour at checkout.
The push also serves as a pointed response to Pepsi’s long-running “Better with Pepsi” positioning. Rather than arguing superiority, Coca-Cola is leaning into ubiquity, using its presence across more than 500,000 foodservice locations to reinforce habitual consumer choice at scale.
Dagmar Boggs, President of Foodservice and On-Premise, North America, said: “Foodservice has always been at the heart of Coca-Cola’s story,” emphasising the strategic importance of these partnerships and noting that the channel remains central to the company’s growth and its ability to “create memorable dining moments” across a vast network of operators.
For franchise systems, the campaign highlights the growing role of beverage alliances as a lever for traffic and ticket size. As QSR brands navigate soft consumer spending and intensifying competition, Coca-Cola’s coordinated, cross-brand activation demonstrates how supplier scale can be translated into unified marketing muscle, both in-store and across digital ordering ecosystems.
