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Coca-Cola Relaunches 'Share a Coke' with Digital Enhancements

Marketing and Advertising

Coca-Cola Relaunches 'Share a Coke' with Digital Upgrades

Business Honor
27 March, 2025

Coca-Cola relaunches its iconic 'Share a Coke' campaign with new digital features and personalized experiences.

Coca-Cola is relaunching its iconic 'Share a Coke' campaign, a marketing push that first debuted in Australia back in 2011 and subsequently rolled out globally. The refreshed campaign will appeal to a new generation of consumers while adding innovative digital elements and personalization opportunities to maximize the consumer experience. Coca-Cola is responding to Gen Z's need for real, interactive experiences with the brand, which means this is a more interactive and digitally engaging campaign.

The first 'Share a Coke' campaign involved the brand substituting its iconic logo with names of favorite names on cans and resonated with customers and pushed sales. In Britain, for instance, Coca-Cola had a 2.9% year-to-year rise in volume sales just three months after the campaign was rolled out. The campaign proved successful across the board in promoting shareability on social media and spurring consumption among young adults.

This year, Coca-Cola is introducing fresh digital and personalization features to the mix. Consumers who don't see their name on a can use a QR code to personalize their own Coca-Cola using an app, and amplify the experience with personalized interactions. The 'Share a Coke Memory Maker' also provides an interactive experience, enabling customers to create custom videos using their own content, as an added element of digital interaction beyond physical offerings.

The campaign will also come to life in traditional advertising channels, such as out-of-home advertising and the company's new TV commercial, 'The Magic of Sharing', that celebrates the emotional connections created through sharing a Coke. For Coca-Cola's global vice president of creative, Islam ElDessouky, the relaunch is a celebration of life moments and a way to bring people together both on- and offline.

Coca-Cola keeps evolving in the world of personalization, reaffirming its passion for creating more compelling, more memorable experiences for people around the globe.