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Coca-Cola taps into real-world connection with revamped ‘Share a Coke’ for today’s youth

by Aliza Carmona

-

April 15, 2025

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.

Related Tags Gen Z Coca-Cola Regional campaign Share a Coke
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