Key Points:
- Coca-Cola is relaunching its iconic “Share a Coke” campaign with a focus on engaging Gen Z consumers through shareability, customization, and digital experiences.
- The campaign, created by WPP Open X, includes personalized Coke bottles and cans, a QR code-powered digital hub for customization, a Memory Maker digital experience for creating and sharing videos, and a Personalization Experience Tour.
- New video creative will be featured on traditional TV, online video platforms, and social media, along with out-of-home advertising.
Insight:
Coke is reviving its successful “Share A Coke” campaign with a Gen Z-focused approach, blending online connections with authentic experiences. Originally launched in Australia and the U.S., the campaign has gained popularity for its personalized soda bottles, fostering a sense of individuality.
The latest campaign emphasizes emotional connections through video content that showcases young consumers using digital icons to plan a real-life meet-up over a Coke. The campaign’s theme is supported by digital experiences like personalized cans through QR codes and a memory-sharing contest for a trip to Hawaii.
Coca-Cola aims to amplify real-world moments and strengthen friendships through the “Share a Coke” campaign. In-person events at college campuses, sports events, and music festivals will offer consumers opportunities to personalize cans and stickers, while personalized products will be available for purchase online.
The campaign, developed by WPP Open X and supported by various agencies, marks Coke’s marketing evolution. The company’s revenue growth and marketing transformation have positioned the brand for continued success.