- Coca-Cola is updating its “Share a Coke” marketing campaign, through which consumers can find and gift (or drink themselves) bottles with names on them for the digital age to capture the attention of Gen Z.
- In addition to the IRL bottles, which will begin making their appearances in stores in April, the company’s mobile app and on-pack QR codes will offer a gateway to a new “Share a Coke” digital hub, where consumers can customize packaging with additional names and create personalized videos and memes to share with friends.
- The campaign will also include a national “Share a Coke” truck tour that will offer on-the-go personalization and photo opportunities with stops in key markets across the country. The campaign will eventually roll out to 128 countries around the world.
“The iconic Share a Coke is back and supercharged at a global level, celebrating the pure magic that happens when people connect,” said Islam EIDessouky, global vice president of creative at Coca-Cola, in a statement. “Get ready for a whole new level of sharing with fresh experiences and ways to spark joy with your crew.”
The 2025 Share a Coke campaign is anchored by a brand film that will run on TV, online video and social platforms. The spot begins with a young woman entering a convenience store surrounded by icons of the digital world that are distracting her – email, social media, etc. – as she spots the personalized bottles of Coca-Cola in a cooler, the icons fall away and she grabs two bottles with the names “Sam” and “Ben.”
She takes a photo of the bottles, and the scene cuts to a young man in a college library studying. He is surrounded by math equations and seems particularly stressed out until he gets a message with the Coke bottle and a question to meet at noon. The equations fall away and he leaves excitedly. The scene then cuts to a bike delivery man who is stressed by the clock and his delivery obligations. He gets the same message of a Coke bottle and a meeting time, and his obligations fall away. The spot ends with the three characters meeting in a park for a quick respite from their busy days. (The bike messenger happened to bring a Coke for the young woman.)
In addition to the film and digital hub, Coca-Cola will also partner with McDonald’s in select countries to create “Share a Meal” bundles.
