Coca-Cola enters a galaxy far away with Star Wars-themed AR campaign and collectible cans

Coca-Cola and Disney have teamed up to launch a global campaign, “Coca-Cola x Star Wars: Refresh your galaxy”, celebrating connection and fandom through limited-edition packaging and augmented reality (AR) experiences.

The campaign kicks off with creative content set in a movie theatre, a culturally iconic backdrop for both Star Wars and Coca-Cola. From the hum of a lightsaber to marathon screenings, the cinema has long captured the “real magic” shared between the two brands.

The nearly three-minute spot opens with Star Wars fans gathering for a screening of the iconic franchise, each armed with a Coca-Cola in hand. Inside the cinema, excitement builds as fans sip their drinks and settle in, until the screen suddenly goes dark, sparking confusion and unrest.

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Just then, one moviegoer takes a long sip of his Coca-Cola and is unexpectedly transported into the Star Wars universe, much to the astonishment of those around him. The film abruptly resumes, drawing cheers from the crowd and putting an end to the brief cinematic chaos.

Building on a 70-year partnership that began with the opening of Disneyland Resort in 1955, the campaign features 30 collectible Coca-Cola cans and bottles adorned with characters such as Darth Vader, Princess Leia, Grogu, and Kylo Ren.

Fans can scan QR codes on select cans and advertisements to unlock an AR experience, which allows them to create personalised Star Wars-style hologram transmissions to share with friends and family.

The campaign will run across television, digital platforms, and out-of-home channels, and includes exclusive character designs available only at Disneyland Resort and Walt Disney World.

Set to roll out in July, the initiative will be available in select markets across North America, Latin America, Europe, Japan, and Asia South Pacific.

“A cornerstone of Disney’s collaboration with Coca-Cola continues to be creating campaigns in honor of fans. Star Wars is a powerful cultural force around the world, with millions of fans across generations who carry these stories off the screen and into their lives. This custom campaign is for them and inspired by them," said Mindy Hamilton, senior vice president of global marketing partnerships at The Walt Disney Company.

In tandem, Becca Vodnoy, SVP of corporate alliances at The Walt Disney Company said, "With this campaign, we wanted to work with Coca-Cola to reach fans in new ways. The campaign showcases iconic scenes, so fans feel like they are immersed in the world with the characters they love." 

“The Star Wars universe is very expansive, so we wanted to make sure there was something for every fan,” added Vodnoy, of choosing which characters and scenes to feature. “There are designs for original fans from 1977 and ones for the fans who are just discovering Star Wars today.”

Moreover, Islam ElDessouky, global vice president creative strategy and content at Coca-Cola said, "For generations, Coca-Cola and Disney have shared a commitment to creating moments of joy and human connection. This collaboration is about more than just bringing together two iconic brands, it’s about celebrating the power of Star Wars fandom, shared passions, and the strength of community when we lift each other up.”

This isn’t Coca-Cola’s first galactic crossover. In 2023, the brand teamed up with Marvel for “Coca-Cola x Marvel: The heroes”, which featured limited-edition packaging, digital collectibles, prizes, and an immersive AR experience on Coca-Cola’s website.

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