• by Danielle Oster , 8 hours ago

Coca-Cola aims to reach Gen Z audiences in a campaign suggesting they :Enjoy The Moment” with the beverage.

The 30-second “Road Trip” spot at the center of the campaign opens on a young woman named Maria in a small room full of moving boxes. As she wistfully gazes at a framed photo of herself and three friends, she hears her name and an arm suddenly extends out to hand  her a Coke, transporting her back to a summer road trip in a convertible with her friends as Tyla’s new song “Bliss" begins playing. The South African pop singer also makes an appearance in the ad herself, exchanging a brief greeting with the starstruck group of friends as her car drives by.

The spot is also running in shorter formats, as well as a Spanish-language version. Both the ad’s narrative and the inclusion of Tyla clearly seem designed to appeal to a Gen Z audience. The 23-year-old singer released her self-titled debut album last year, following the success of hit single “Water” in 2023.

The campaign is part of a broader push by the brand focused on the theme of making summer memories, and follows its revival of the “Share a Coke” platform, which initially debuted in 2011. It arrives as Coca-Cola renews its marketing relationship with WPP’s bespoke Open X unit, which handles creative, media, and data responsibilities across its portfolio.

“With Studio X, we're producing tailored digital marketing at scale and with speed, and we're measuring the impact in real time,” Coca-Cola CEO James Quincey said during a recent earnings call with investors. “The return of ‘Share a Coke’ is the first chance for Gen Z to experience this much-loved campaign. We're investing in multiyear innovations and prioritizing fewer, but bolder, launches to drive greater impact and improve our success rates.”