Coca-Cola is bringing back its legendary “Share a Coke” campaign, offering fresh brand experiences and inviting a new generation to experience the magic of personalised connection. The first-of-its-kind campaign, which sparked a global phenomenon by swapping iconic Coca-Cola logos for personalised names, returns with an even greater focus on shareability and customisation, reflecting Gen Z’s desire for authentic experiences.
In a world dominated by digital interactions, “Share a Coke” offers a tangible way to celebrate friendships and cross-cultural connections. The brand’s unique customisation platform offers even more names to choose from with the ability to add your own personal touch. If you can’t find your name in store, scan the QR code (on can), which will take you to the “Share a Coke” digital hub.
The relaunch looks to empower individuals to share personalised Coca-Cola cans as an expression of appreciation for a friend, loved one, or colleague, reminding us that all it takes to spark a connection is the simple act of sharing.
By seamlessly integrating digital experiences and personalised moments, Coca-Cola is not only refreshing this iconic brand experience but also setting a new standard for how brands can meaningfully engage with their audiences to build lasting brand love.
To celebrate the relaunch, Coca-Cola has created Share a Coke Memory Maker, an innovative digital experience that allows users to create fun, unique and personalised videos, using their own content.
The campaign embodies Coca-Cola’s “Real Magic” philosophy, highlighting joy and connection when people come together. It’s an invitation to move beyond the digital ether and create enduring shares with those who matter most online and in real life.
Key elements of the “Share a Coke” global campaign include:
- On pack QR code: The gateway to the SAC digital hub hosting the digital experience and customization platform.
- AV: ‘The Magic of Sharing’ AV brings the iconic storytelling of ‘Share a Coke’ to life, through the power of sharing.
- High reach OOH: The ‘Share a Coke’ messaging comes to life with striking new OOH ads, highlighting the unique feelings and energy that each friend or bond ignites.
- Digital Experience: The ‘Share a Coke Memory Maker’ is an interactive digital experience that allows consumers to create fun, unique and personalised videos, using their own content.
- Customisation Platform: Using the Coca-Cola app, users have the power to customize their Coca-Cola with more names than ever before.
Islam ElDessouky, Global VP, Creative at Coca-Cola says: “The iconic ‘Share a Coke’ is back and supercharged at a global level, celebrating the pure magic that happens when people connect. It’s not just about likes and shares – we’re talking real-world moments, amplified. Get ready for a whole new level of sharing with fresh experiences and ways to spark joy with your crew. We’re bringing new channels and experiences to this campaign to help people uplift friendships through real-life everyday moments.”
Rob Yeomans, Vice-President, Commercial Development at Coca-Cola Europacific Partners GB, said: “Our iconic ‘Share a Coke’ campaign is back, celebrating connections and shared moments. This time, we’re taking it to the next level with even more personalised experiences, giving consumers the chance to create and share memories with friends, family, or even as a treat for themselves – spreading joy and making everyday moments even more special.
“With cola remaining the largest soft drinks segment in GB retail, and almost two-thirds of its sales value[1] generated by the Coca-Cola portfolio, there’s no better time to celebrate the connections that our brands continue to inspire.”
‘Share a Coke’ will be rolling out in phases, starting with a global teaser campaign in March 2025 with Coca-Cola Zero Sugar and Coca-Cola Original Taste packs available on shelf in the UK from May 1st.
The campaign was developed by WPP Open X, led by VML, supported by Ogilvy PR, EssenceMediacom and Subversive.
[1] Nielsen & CGA Total GB value data MAT to 28.12.24
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