Client
Coca-Cola’s legendary “Share a Coke” campaign returns, supercharged for a new generation. With fresh digital experiences, personalized cans, and innovative ways to connect, this campaign celebrates the magic of sharing in real life and online.
Developed by WPP Open X and led by VML, with support from Ogilvy PR, EssenceMediacom, and Subvrsive, the relaunch reimagines one of Coca-Cola’s most iconic campaigns for today’s audience.
In an era dominated by fleeting digital interactions, Coca-Cola aimed to reignite meaningful connections through personalization and shareability. The challenge was to create a campaign that resonated with Gen Z while maintaining the timeless appeal of the original "Share a Coke."
The insight that 56% of Gen Z have friends they’ve only met online inspired Coca-Cola to offer a tangible way to celebrate friendships and cross-cultural connections—bridging the gap between digital moments and real-world relationships.
The relaunch of “Share a Coke” combines personalization, digital integration, and experiential activations to empower individuals to share customized Coca-Cola cans as expressions of appreciation. By introducing features like QR codes for customizations, interactive digital experiences, and engaging live events, Coca-Cola created a platform for building lasting memories both online and offline.
The campaign is set to mark a new standard for brand engagement by seamlessly blending digital and physical experiences. It celebrates authentic connections, uplifted friendships, and fostered enduring brand love among Gen Z and beyond.
