Tag: Share a Coke

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.

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.

Shanghai, China – Beverage company Coca-Cola has launched a new summer campaign with offline and online experiences. Called ‘Share a Coke’, the campaign is available in Mainland China, Taiwan, Macau, and Hong Kong.

Developed in partnership with Ogilvy Shanghai under OpenX, WPP’s bespoke team dedicated to Coca-Cola globally, the summer campaign aims to turn every Coke bottle into a connection point for friends to engage and create magical shared memories wherever they are, something deeply important for digital natives.

Tapping into the insight that local Gen Z shoppers particularly enjoy the thrill that comes with surprises, Coca-Cola, alongside Ogilvy Shanghai, has created a limited-edition Coca-Cola ‘Summer Get-Together’ Bottle, with labels that transform as your drink to provide Coke lovers with hundreds of fun scenarios to enjoy the summer with their friends.

The activations also extended online to further facilitate connections through two interactive mobile games, including a WeChat-embedded game, which allows participants to shuffle their phones and generate a social poster with summer activity ideas. They can also tag their friends to meet up offline and share a Coke together. Another interactive mobile game is the ‘Metaverse Music Festival’, which uses a metaverse-inspired 3D-fication of avatars, 3D gameplay experience and a chained ‘share-challenge’ mechanism.

Tapping into the insight that local Gen Z shoppers particularly enjoy the thrill that comes with surprises, Coca-Cola, alongside Ogilvy Shanghai, has created a limited-edition Coca-Cola ‘Summer Get-Together’ Bottle, with labels that transform as your drink to provide Coke lovers with hundreds of fun scenarios to enjoy the summer with their friends.

The activations also extended online to further facilitate connections through two interactive mobile games, including a WeChat-embedded game, which allows participants to shuffle their phones and generate a social poster with summer activity ideas. They can also tag their friends to meet up offline and share a Coke together. Another interactive mobile game is the ‘Metaverse Music Festival’, which uses a metaverse-inspired 3D-fication of avatars, 3D gameplay experience and a chained ‘share-challenge’ mechanism. 

When entering the game, users are invited to customise their avatar and choose one of four scenarios to music-battle their friends. Played just by finger tapping, each gameplay is rewarded with special lucky draw coupons, with the added excitement of out-dancing friends over the summer. As players invite their peers to join the challenge through social sharing, their avatars will all appear on stage at the same time – a way to foster connection even in the virtual world. 

Elsa Gu, Coca-Cola’s Senior Creative Manager for Greater China and Mongolia, said, “Coca-Cola has always been a beacon for connection, and this year more than ever, we wanted to bring the real magic of summer to life by inviting consumers to unlock fun activities and celebrate moments of shared happiness with friends around their favourite drink through a range of offline and online story doing experiences, as well as interactive meetups in the metaverse.”

Meanwhile, Ole Luk, Coca-Cola category lead of OpenX in China, commented, “We are uniquely placed to help clients create impact in the current macroeconomic landscape through the cross-capability OpenX team setup. This campaign is a fantastic example of the power of borderless creativity in producing work that generates stronger bonds between the brand and its target audience.”

Coca-Cola said that the entire campaign was amplified on social, as Ogilvy produced short humour-filled videos that went viral on Weibo and Douyin, generating over 140 million impressions.