Coca-Cola is leaning into nostalgia to create new connections with authenticity-seekers in Gen Z. In a world where interactions online can feel momentary, sharing a Coke provides opportunities for real-life moments of togetherness and friendship.
The brand is bringing back its iconic 2011 “Share A Coke” campaign which swaps out the logos on bottles for first names, a “reminder that all it takes to spark a connection is a simple act of sharing”. This time round, they are elevating the experience with on-can QR codes to customise packaging with additional names. You can also access the online Share a Coke Memory Maker to create personalised videos and memes with friends and family while enjoying a Coca-Cola.
The brand is deeply ingrained in Mexico, making it a natural market for an engaging and personalised campaign. For the campaign launch, the brand brought together influencers, industry insiders and media representatives for an unforgettable experience in the world’s most colourful global city, Mexico City, a place which intoxicates all your senses at once. The food, the people, the symphony of the streets, the multiple layers of culture; every tentacle of the city grabs you and pushes you to connect and share the magic with your friends, which is the idea behind those personalised Coca-Cola cans that you can look for in stores.
And what a launch event, with guests immersed in a Coke world lit red like a bubbly can, the walls plastered with personalised names and videos. Global VP Creative at Coca-Cola, Islam ElDessouky, hopes that Gen Z will “gain more connections with one another, because the data points are showing that despite it being the generation that has a lot of connection opportunities, it’s the least connected. So it’s just a reminder that, you know what, go find an Alex on a can, go find a John or a James and just create the connection. Because it’s these simple, meaningful moments that make us more human."