Home Business Digital Marketing Coca-Cola’s Summer Campa...

Coca-Cola’s Summer Campaign Urges Gen Z to Unplug and Embrace the Moment

Digital Marketing

Business Honor
28 May, 2025

Featuring Tyla, “Enjoy the moment with a Coca-Cola” taps into digital detox trends.

As summer approaches, Coca-Cola is encouraging Gen Z to disconnect from digital distractions and reconnect with the real world. The brand’s new seasonal campaign, “Enjoy the moment with a Coca-Cola,” blends classic road-trip imagery, upbeat music, and a heartfelt message about presence in the age of screens.

The campaign’s launch spot, “Road Trip,” features Grammy-winning artist Tyla, who appears alongside a group of college-aged friends cruising through the desert. The video opens with a student boxed in by the clutter of moving day, only to be swept away into sunshine and freedom with the crack of a Coke bottle and the opening beats of Tyla’s new single, “Bliss.”

Designed with support from WPP Open X, led by Ogilvy and VML, and media handled by Publicis, the multi-platform campaign spans TV, digital, streaming, and social media. It targets young consumers with a familiar message presented in a fresh, emotionally resonant way: real-life connections are more refreshing than digital ones.

“Unplugging is the new cool,” said Sue Lynne Cha, Coca-Cola’s Vice President of Marketing for North America. “We want to inspire a generation to slow down and cherish shared moments that matter—Coca-Cola in hand.”

Alongside its emotional appeal, the campaign includes a digital scratch-off sweepstakes accessible via QR codes in ads. Prizes range from movie tickets and airline vouchers to full vacation getaways—offering tangible incentives for stepping offline.

The follow-up ad, “Pool Party,” set to debut in June, continues the theme of digital detox with scenes of summertime joy, free from pings and pop-ups.

Coca-Cola’s approach mirrors a broader marketing trend as brands like Heineken also explore themes of screen fatigue. Together, they signal a cultural pivot toward mindfulness and meaningful interaction—values increasingly resonant with Gen Z.