Coca-Cola revives 'Share a Coke' with Gen Z twist

Coca-Cola has brought back its "Share a Coke" campaign, tailored for today’s new generation of consumers and pushing the boundaries of brand experience and personalised connection. 

The campaign returns after more than a decade, with a strategic evolution focused on enhanced digital integration and localised experiences for the Gen Z generation. "Share a Coke" continues its strategy of replacing the iconic Coca-Cola logo with individual names, now amplified through digital activations and tailored experiences designed to drive excitement and engagement amongst today’s youth.

This comeback not only builds on shareability and customisation, but directly aligns with the new generation’s pursuit for authentic, tangible interactions, according to a statement seen by MARKETING-INTERACTIVE.

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The revamped campaign expands its reach with an extensive list of names and nicknames and the ability to add unique personal touches through the "Share a Coke" online platform. Fans can now easily personalise Coca-Cola cans and bottles, transforming them into heartfelt expressions of appreciation for friends, family, and colleagues.

"Share a Coke" has launched in Thailand, Singapore and Australia and will be expanding to markets across the ASEAN and South Pacific (ASP) region in the next two months including Philippines, Vietnam, New Zealand, Indonesia, Malaysia and more.

Across the region, Coca-Cola will host live customisation events where people can create personalised cans and bottles on-site. The "Share a Coke" online platform will also provide exclusive digital content and sharing tools. With more than 5,000 unique Gen Z-relevant names in stores across the ASP region, fans can get their hands on their unique cans at major supermarkets and convenience stores.

The campaign also includes key investments on social media, partnership with key influencers to create locally relevant digital content and targeted ads in high-impact, out-of-home (OOH) sites situated close to popular Gen Z hangout spots.

"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 and focusing on real-world moments of happiness and magic," said Teejae Sonza, senior marketing director of Coca-Cola Trademark for Coca-Cola ASP. 

"Today’s generation will experience ‘Share a Coke’ on a whole new level of sharing that sparks joy amongst their friends. We are introducing new channels and fresh experiences, encouraging people to help uplift friendships through real-life everyday moments," she added. 

The "Share a Coke" campaign follows the brand's recent collaboration with South Korean girl group NewJeans, turning an ordinary laundromat to an epic pop-culture playground. The immersive activation, created in partnership with WPP OpenX, led by Ogilvy Singapore, saw the "So fresh so clean" laundromat turn into an experience where visitors could upcycle their old jeans into brand new jeans with exclusive NewJeans RFID patches. 

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