Adrian J Cotterill, Editor-in-Chief
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 personalized 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.
- Customization 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 said “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.”
The campaign was developed by WPP Open X, led by VML, supported by Ogilvy PR, EssenceMediacom and Subversive.
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