See how an Italian Coca-Cola delivery truck is transformed into a “Happiness Table” in a small square in Naples. Renowned chef Simone Rugiati is on a quest to have people eat together by delivering “doses” of happiness through a magic food cloche.”Let’s Eat Together.”

Would this work in the United States?


13 Replies to “Coca-Cola’s Italian “Happiness Table””

  1. I think this is a great idea. Coke is channeling everyone’s secret desire to actually sit at a table, eat and talk with great people. I think starting in Italy Coco-Cola knew what they would be successful because of the nature of the Italian culture. Having large traditional dinners is somewhat apart of their culture. However, I think people in the Inited States would be a little sceptical of the idea at first but would warm up to it. I also I wonder if the truck actually spits out food like that? Haha

  2. I don’t think it would work here because it would pull people off the streets at random and distract them from their daily plans. Especially if you had to wait for the food to be prepared. If the food was ready instantly then I think it would have a shot in the US, otherwise I can’t see people taking the time to do it. It’s a good idea though, and I think it’s perfect for European cultures, but I think it would take a long time for it to be effective in the US.

  3. I think this type of promotion could work in the U.S.. However the people who stop and take part in the event are most likely going to be tourists and other people who don’t have anywhere to be on that day. If something like this were to be held in the US it would be best to hold it on a Friday or a weekend first, when many people are walking around the cities looking for something fun to do. People in the U.S. may not want to wait long for food, however few people would pass up a free soda.

  4. I’m not so sure this would work in the United States, just because I’m not sure how many people I know would just take time out of their days to sit down and eat with strangers. Then again there’s nothing that would have made me say anything different about other countries, but it seemed to work pretty well in Italy in the video.

  5. I really like this idea that Coke had. It’s nice that they’re trying to bring people together to enjoy a meal together. I don’t think this would work as well in the United States though, especially urban New York City. People are usually just too in a rush to get where they are going, they wouldn’t have the patience to stop, sit, and eat. If they did stop, it could be a good opportunity to meet people and feel happy, and Coke can definitely gain some publicity from it.

  6. This is such a great idea! I would love for this to happen in the United States, but I don’t think Americans would be as willing to stop what they’re doing to take part in this spontaneous event. The message of this video was to bring people together and eat together. I think our culture has lost sight of that. We are always in a rush, so we never have time to sit down and converse with each other. This message of togetherness is so important, and I wish it would work here. But we are too busy and consumed with ourselves that eating with others would be a hassle.

  7. I think that this is a perfect idea for Italian culture. In Italy it is the norm to eat together at a big table for a long time and enjoy company of friends and family. But for the most part in the United States this is not true. That being said I believe that in the US this ad would not be as meaningful because of the culture. People would be interested but not as interested as the Italian population who would identify with the ad.

  8. This was a great idea by Coca-cola. Here they have created a positive and memorable experience for people. Unfortunately I do not think this would work in the US. The European culture is known for spending more time during a meal, taking their time and enjoying each others company, while on the contrary I do not think many Americans would make the time for something like this.

  9. I think this would work in the U.S. so long as it is given enough publicity. I think it is a great thing that brings people together. However, I feel that the U.S. culture overall is a lot more fast paced and busy than that of the European culture. Therefore i think initially people would not have the time to partake in this. Once this becomes well known, if marketed correctly I feel many people will want to partake in this, and it would really bring people and communities together.

  10. I think that the idea that Coca-Cola had was a great one, for a country like Italy. Most likely if you were to bring an idea like this to the United States it would not go over well. Our culture is not like one to get together with strangers, it is one of individualistic attitudes and “on the go” mentalities. European culture is more of taking time during meals, explaining why this was so effective in Italy.

  11. I really enjoyed this commercial. It directed towards a more lifestyle and cultural approach – instead of a typical ad trying to sell the product. Coca-cola is most likely always going to sell so it was a good idea to create a commercial in this perspective. Unfortunately I don’t think what they did in the video would actually work in the US. Alike the reasons that others have already mentioned, the US isn’t as friendly with strangers and tends to not sit down and eat a family-style dinner anymore.

  12. I don’t believe the happiness table would be successful in the United States. Although random people like free things, I think Americans are slightly more cautious than Europeans. We also don’t linger or converse at the dinner table as often as them. It might work when gatherings are held in segregated cultures, but I feel that almost goes against Coke’s overall message of the drink standing as a symbol ‘uniting’ people all over the world.

  13. I love that this worked in Italy; it was amazing to see people smiling and laughing together! I would love if it would work in the United States but I strongly believe it never would. The main reason is that most people in the U.S. are not trusting; if food was sliding on to the table and they could not see where it was coming from or who was making it, I do not think that most people would trust it enough to eat it. In all honesty, I am a very trusting person but I would not eat the food “magically” appearing; I would be extremely skeptical to trust it.

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.