China – Coca-Cola has brought back its iconic ‘Share a Coke’ campaign, launching a new China-focused initiative that features personality-themed bottles designed to spark fun and meaningful connections among friends and family.
Developed by WPP Open X and led by Ogilvy Shanghai, Coca-Cola’s latest iteration of the “Share a Coke” campaign introduces a new line of bottles aimed at resonating with Gen Z in China. The refreshed packaging features 20 distinct personas—such as “The Foodie”, “The Attention Seeker”, “The Introvert (I-Person)”, and “The Extrovert (E-Person)”—designed to reflect the varied identities and interests of younger consumers.
The campaign continues the brand’s tradition of using product design to explore themes of individuality and social connection. It invites Gen Z to express themselves and connect with othersrough light-hearted labels that speak to personality and shared interests.
To launch the initiative, Coca-Cola released a series of short videos and visual content depicting how bottles can act as conversation starters across different personality types—from close friends to total opposites. The campaign made its physical debut at the 42nd Weifang International Kite Festival on April 18, where the themed bottles were incorporated into kite displays as part of an interactive activation.
Additional out-of-home (OOH) installations are being rolled out in high-traffic areas such as subway stations, aiming to reach urban youth in everyday spaces. Meanwhile, online, the campaign is anchored by weekly interactive challenges co-created with social media platforms and Gen Z influencers.
On May 15, singer and brand ambassador Silence Wang released a video to announce the campaign’s rollout. Coca-Cola is also incorporating mixed reality (MR) elements into its content strategy to extend reach and keep engagement levels high throughout the campaign’s duration.
Originally launched over a decade ago with customised nickname bottles, “Share a Coke” marked a shift toward more personalised, socially driven marketing. This latest version seeks to reinterpret that approach for a new generation—prioritising identity, expression, and shared moments in an evolving digital and social landscape.
