Coca-Cola is reviving its Share a Coke campaign, in which consumers can scan an on-pack QR code to personalize their cans and access an interactive digital experience.
Cans sold in-store will swap the Coca-Cola logo with a series of pre-printed names. Consumers can also scan the on-pack QR code to access the Share a Coke digital hub, where a customization platform will allow them to ‘add [their] own personal touch’.
Coca-Cola envisions this process as ‘an expression of appreciation for a friend, loved one, or colleague’ that encourages ‘the simple act of sharing’.
An interactive digital experience, the Share a Coke Memory Maker, is also accessible via the QR code. This can be used to create personalized videos from a consumer’s own content in line with Coca-Cola’s ‘Real Magic’ brand platform, framed as ‘an invitation to move beyond the digital ether and create enduring shares with those who matter most online and in real life’.
Together, these features of the campaign are intended to demonstrate how brands can connect with their audience and develop long-lasting brand loyalty.
Other elements include new out-of-home advertising to put ‘Share a Coke’ messaging on display, and ‘The Magic of Sharing’ audio-visual designed to put the campaign’s ideology in motion.
Developed by WPP Open X, led by VML, and supported by Ogilvy PR, EssenceMediacom, and Subvrsive, the campaign focuses on shareability, customization, and interpersonal connection in hopes of capturing ‘Gen Z’s desire for authentic experiences’.
“Our iconic ‘Share a Coke’ campaign is back, celebrating connections and shared moments,” said Rob Yeomans, vice president of Commercial Development at Coca-Cola Europacific Partners GB. “This time, we’re taking it to the next level with even more personalized experiences, giving consumers the chance to create and share memories with friends, family, or even as a treat for themselves – spreading joy and making everyday moments even more special.
“With cola remaining the largest soft drinks segment in GB retail, and almost two-thirds of its sales value generated by the Coca-Cola portfolio, there’s no better time to celebrate the connections that our brands continue to inspire.”
“The iconic ‘Share a Coke’ is back and supercharged at a global level, celebrating the pure magic that happens when people connect,” added Islam ElDessouky, global VP, Creative at Coca-Cola. “It’s not just about likes and shares – we’re talking real-world moments, amplified.
“Get ready for a whole new level of sharing with fresh experiences and ways to spark joy with your crew. We’re bringing new channels and experiences to this campaign to help people uplift friendships through real-life everyday moments.”
Another on-can branding campaign came to light last Halloween when Fanta and Warner Bros. Pictures commemorated the cinematic release of Tim Burton’s Beetlejuice Beetlejuice with limited-edition Fanta cans. Consumers could scan an on-pack QR code to access exclusive physical and digital experiences and enter a draw to win tickets to watch the movie in cinemas.
In other news, Coca-Cola’s chief executive, James Quincey, told investors in an earnings call that may sell more of its drinks in plastic bottles if America’s 25% tariff on imported aluminium drives prices too high. However, he cautioned against “exaggerating the impact” of the extra tax on a multibillion-dollar business.
If you liked this story, you might also enjoy:
Reuse vs. single use – which is better for the environment?
Sustainable Innovation Report 2025: Current trends and future priorities
What can the world learn from South Korea’s world-leading performance in plastics circularity?
No comments yet