• by Danielle Oster , March 28, 2025

Coca-Cola is reviving its “Share a Coke” campaign, combining the classic approach with the company’s increased focus on digital marketing in recent years.

The campaign originally debuted in Australia back in 2011, featuring the message “Share a Coke with” in place of the brand’s logo, followed by one of a variety of the most common names in the country, along with bottles personalized with common first names. “Share a Coke” proved a popular enough approach to expand beyond Australia, and the campaign eventually arrived in the U.S. some three years later.

In subsequent years, Coca-Cola added nicknames and an online customization portal to address criticism that the campaign excluded people with less popular names, eventually broadening the concept to feature song lyrics and vacation destinations,

With the revived “Share a Coke,” the brand is targeting a new generation, fusing “digital and IRL experiences with increased shareability and customization,” according to a release.

For the launch, Coca-Cola debuted a hero ad that asks, “Who Will You Share a Coke with?” entitled “The Magic of Sharing.” Other elements include brand partnerships with influencers designed to reach a Gen Z audience on social media platforms, an OOH campaign, and a partnership with McDonald’s in select countries for a “Share a Meal” bundle promotion.

Beginning in April, new “Share a Coke” cans and bottles with individual names will begin rolling out across store shelves, with the global campaign eventually reaching over 120 countries. A “Share a Coke” digital hub will also allow visitors to customize Coca-Cola packaging with additional names, as well as create personalized videos to share on social media using the “Share a Coke Memory Maker” interactive digital experience.

According to the release from Coca-Cola, the “Share a Coke” approach offers “a tangible way to show you care” in response to digitally native Gen Z-ers' desire for “authenticity and connection with people in real life.”

The approach appears to fit with Coca-Cola’s broader marketing focus on digital channels and personalization. “Our network marketing model is integrating product, digital, live and retail experiences and we are harnessing passion points to connect with consumers in more personalized ways,” Coca-Cola CEO James Quincey said during a recent earnings call with investors.

The “Share a Coke’ revival follows Coca-Cola’s “We All Scream”  launch campaign for its new Orange Cream flavor last month.