Coca Cola Australia launched the marketing campaign in 2011 and it later reached the UK in 2013. HP’s Indigo press technology played a major part in the success of the original campaign, with hundreds of millions of labels produced by several users of its machines.
The campaign turned Coca Cola bottles and cans into personalised keepsakes by swapping out the logo with popular first names written in the iconic logo typeface, encouraging consumers to connect and make memories with friends and loved ones, according to the company.
Coca-Cola said ‘Share a Coke’ is making a comeback in 2025 “as Gen Z seeks authentic connection in an increasingly digital world”.
The drinks manufacturer said the campaign would offer “a tangible way to celebrate friendships and cross-cultural connections”.
The brand’s unique customisation platform, meanwhile, will offer more names to choose from. This time around, if consumers are unable to find their name in store, they will be able to scan a QR code on the can that will take them to the ‘Share a Coke’ digital hub.
To mark the relaunch, Coca-Cola has created Share a Coke Memory Maker, a digital experience that will enable users to create “fun, unique and personalised videos”, using their own content.
Islam ElDessouky, global VP, creative at Coca-Cola, 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 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.”
Rob Yeomans, vice-president, commercial development at Coca-Cola Europacific Partners GB, added: “Our iconic ‘Share a Coke’ campaign is back, celebrating connections and shared moments.
“This time, we’re taking it to the next level with even more personalised 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 [according to Nielsen and CGA data] generated by the Coca-Cola portfolio, there’s no better time to celebrate the connections that our brands continue to inspire.”
‘Share a Coke’ will be rolling out in phases, starting with a global teaser campaign that launched last month with Coca-Cola Zero Sugar, with Coca-Cola Original Taste packs available on shelf in the UK from 1 May.
The rolling global launch will ultimately include over 120 countries.
The campaign was developed by WPP Open X, led by VML, supported by Ogilvy PR, EssenceMediacom, and Subversive.
Marketing Week reported Coca-Cola’s volume sales (number of litres sold), increased by 2.9% year-on-year in the three months after the campaign launched in the UK, according to data at the time from IRI, which is now called Circana.
The campaign was particularly credited with increasing consumption among young adults.
