Coca-Cola Revives ‘Share a Coke’ for a New Generation of Drinkers
Coca-Cola has relaunched its globally acclaimed ‘Share a Coke’ campaign, aiming to connect with a new generation of consumers across Asia. Originally introduced in 2011, the personalized bottle campaign became one of Coca-Cola’s most successful marketing initiatives, sparking widespread user engagement and boosting sales. Now, in its latest iteration, the campaign has been refreshed for Gen Z and younger millennials with a digital-first approach and localized relevance.
The relaunched campaign, titled “Share a Coke, Share a Feeling,” introduces a new roster of names, nicknames, and colloquial expressions relevant to local markets while retaining the personalization that made the original campaign a success. The new bottles feature emotionally resonant labels such as ‘BFF’, ‘Love ya’, and ‘You got this’, designed to strike a chord with socially connected, expressive younger consumers.
Anchored by a hero film that highlights moments of connection between friends, family, and communities, the campaign blends traditional and digital media, supported by region-specific TV, out-of-home, and social media content. Coca-Cola is also engaging key digital influencers and creators to help extend the campaign organically across platforms like TikTok and Instagram, creating localized narratives that reflect cultural nuances in markets including the Philippines, Vietnam, and Thailand.
This year’s resurgence taps into younger audiences’ desire for connection and self-expression through curated experiences and products. Coca-Cola’s strategy underscores the importance of personalization and emotional branding in the FMCG sector, particularly in capturing the loyalty of Gen Z – a demographic defined by digital nativity and experience-led consumption.
Notably, Coca-Cola has also incorporated interactive packaging that links to AR-based experiences and digital content, further enhancing consumer engagement beyond the shelf. By infusing tech-enabled interactivity and cultural relevance, the brand looks to reinforce both its heritage and contemporary appeal.
“Share a Coke” helped the brand achieve record levels of social media engagement in its original launch, with a reported 6% increase in consumption among young adults in Australia alone. Its revival signals a continuing investment in personalization, owned experiences, and agile marketing designed to resonate within highly segmented consumer groups.
As FMCG brands compete for share of attention and wallet in crowded markets, Coca-Cola’s move illustrates the potential of nostalgia-driven innovation to spark renewed growth and