SINGAPORE – Coca-Cola is bringing back its highly anticipated and legendary ‘Share a Coke’ campaign, strategically tailored for today’s new generation of consumers and pushing the boundaries of innovative brand experiences and the magic of personalised connection.
Building on over a decade of global success, ‘Share a Coke’ returns with a strategic evolution focused on enhanced digital integration and deeply localised experiences. The first-of-its-kind campaign, a proven global phenomenon, continues its legacy of replacing the iconic Coca-Cola logo with individual names, now amplified through innovative digital activations and tailored experiences designed to drive excitement and engagement amongst today’s youth. This comeback not only builds on shareability and customisation, but directly aligns with the new generation’s pursuit for authentic, tangible interactions.
In a digitally driven world, ‘Share a Coke’ offers a refreshing opportunity to celebrate friendships and foster cross-cultural connections. This year, the campaign expands its reach with an extensive list of names and nicknames and the ability to add unique personal touches through the Share a Coke Online Platform. People can now easily personalise Coca-Cola cans and bottles, transforming them into heartfelt expressions of appreciation for friends, family, and colleagues. This simple act of sharing reinforces that genuine connection is within reach. By seamlessly integrating digital experiences and personalised moments, Coca-Cola is not only refreshing this iconic brand experience but also setting a new standard for how brands can meaningfully engage with their audiences to build lasting brand love.
Gen Z, as digital natives, thrives on online interaction, with 56% reporting friendships formed exclusively online*. However, these interactions can feel momentary, and the appetite for lasting, real-world moments remains. ‘Share a Coke’ bridges this gap, translating online camaraderie into offline connections that uplift and tangible shared experiences.
“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.” Said Teejae Sonza, Senior Marketing Director of Coca-Cola Trademark for Coca-Cola ASEAN & South Pacific.
Coca-Cola is sharing the magic with fans in new and different ways this year by connecting digitally and more meaningfully with Gen Zs. This includes key investments on social media, partnership with key influencers to create powerful locally relevant digital content and targeted ads in high-impact, out-of-home sites situated close to popular Gen Z hangout spots.
The campaign embodies the “Real Magic” philosophy of Coca-Cola, highlighting joy and connection that arise when people come together. It’s an invitation to temporarily step away from purely digital interactions and create lasting memories with those who matter most, both online and in real life.
‘Share a Coke’ has launched in Thailand, Singapore and Australia and will be expanding to markets across the ASEAN & South Pacific (ASP) region in the next two months including Philippines, Vietnam, New Zealand, Indonesia, Malaysia and more. Across the region, Coca-Cola will host live customisation events where people can create personalised cans and bottles on-site. The ‘Share a Coke’ Online Platform will also provide exclusive digital content and sharing tools.
With more than 5,000 unique Gen Z-relevant names in stores across ASP region, fans can get their hands on their unique cans at major supermarkets and convenience stores. Join the excitement at the different Share a Coke Personalisation Hubs popping up in different locations regionwide for live, interactive experiences, where you can create your own personalised cans and bottles.
Follow us on Facebook, Instagram, and YouTube and visit the Share a Coke Online Platform to stay updated. Share your moments using the hashtag #ShareACoke and tag @cocacolasg.
