Moveable feast: Coca-Cola gets convivial

Naples – Soft drink giant Coca-Cola has created a roving pop-up dining room in Italy called the Happiness Table, which highlights the brand’s attachment to conviviality.

The al fresco dining room emerges from the back of a Coca-Cola branded red truck when the back doors open and a table slides out. Inside the truck, famous Italian chef Simone Rugiati prepares meals that are passed to the table on a motorised serving tray.

This is an engaging way to create happy, spontaneous moments for people and bring consumers together around a brand. For more on the applications of Conviviality Culture, read our toolkit.