Coca-Cola has recently relaunched its iconic “Share a Coke” campaign with a strong focus on engaging Gen Z consumers through shareability, customization, and digital experiences. This campaign, created by WPP Open X, aims to connect with a generation that is comfortable with online interactions but also values authentic experiences.
The “Share a Coke” campaign originally debuted in Australia in 2011 and the U.S. in 2014, gaining popularity for its personalized soda bottles with names printed on the packaging. The latest version of the campaign includes a QR code-powered digital hub for further personalization, a Memory Maker digital experience for creating and sharing videos, and a Personalization Experience Tour.
The new video creative for the campaign features three young consumers whose emotional states are represented by digital icons. When they decide to meet in person to share a Coke, their concerns fade away, emphasizing the real-world connections the brand seeks to foster. The marketing effort is set to the tune of The Temper Trap’s “Sweet Disposition,” enhancing the emotional resonance of the campaign.
In addition to digital experiences, the “Share a Coke” campaign includes in-person events at college campuses, sporting events, and music festivals. Consumers will have the opportunity to personalize cans and stickers, with personalized Coke bottles and cans available nationwide at local stores and supermarkets starting March 31. Personalized glass bottles can also be purchased online via CokeStore.com.
The campaign was developed by WPP Open X, with support from Ogilvy PR, EssenceMediacom, and Subvrsive. The Coca-Cola Company recently transferred its media and data business in North America from WPP to Publicis Groupe, marking a strategic shift in its marketing approach. The company has seen significant growth in organic revenues, with the “Share a Coke” campaign contributing to the brand’s success.
Overall, the relaunch of the “Share a Coke” campaign demonstrates Coca-Cola’s commitment to engaging with consumers in meaningful ways, blending digital innovation with real-world experiences to create lasting connections. With a strong focus on Gen Z consumers, the campaign is poised to resonate with a new generation of Coke enthusiasts.
