Singapore – Coca-Cola has relaunched its ‘Share a Coke’ campaign, updating the well-known initiative with a focus on digital integration and personalisation aimed at connecting with a new generation of consumers.
The Share a Coke campaign returns with a refreshed focus on digital integration and localised experiences. The initiative, known for replacing the Coca-Cola logo with individual names, now incorporates new digital elements aimed at engaging younger audiences.
This year’s rollout includes a broader selection of names and nicknames, along with the option to personalise cans and bottles through the Share a Coke Online Platform. These customisations allow consumers to create more personal messages for friends, family, and colleagues.
With this campaign, Coca-Cola is expanding its outreach to Gen Z through a mix of digital and offline strategies, including social media investments, influencer partnerships, and targeted out-of-home advertising near popular youth hangouts.
The campaign aligns with Gen Z’s desire for more meaningful, real-world interactions, blending digital engagement with personalisation to encourage shared experiences. By integrating online tools with offline touchpoints, Coca-Cola aims to foster connection in an increasingly digital world.
Teejae Sonza, senior marketing director of Coca-Cola Trademark for Coca-Cola ASEAN and South Pacific, said, “The iconic ‘Share a Coke’ is back and supercharged at a global level, celebrating the pure magic that happens when people connect. It’s not just about likes and shares – we’re talking and focusing on real-world moments of happiness and magic.”
“Today’s generation will experience ‘Share a Coke’ on a whole new level of sharing that sparks joy amongst their friends. We are introducing new channels and fresh experiences, encouraging people to help uplift friendships through real-life everyday moments,” Sonza added.
‘Share a Coke’ has launched in Thailand, Singapore, and Australia, with plans to expand across the ASEAN & South Pacific (ASP) region over the next two months. Upcoming markets include the Philippines, Vietnam, New Zealand, Indonesia, Malaysia, and others.
Coca-Cola will host live customisation events across the region, allowing people to create personalised cans and bottles on-site. The Share a Coke Online Platform will also offer digital content and sharing tools.
More than 5,000 Gen Z-relevant names are available in stores across the ASP region. Personalisation hubs will also appear at selected locations, providing interactive opportunities for consumers to customise their own cans and bottles.
