- The original “Share A Coke” campaign was a global phenomenon. What’s new for “Share A Coke” in 2025, and what was the strategic imperative behind bringing it back now, particularly for the ASEAN & South Pacific (ASP) region?
At the heart of this comeback are two powerful forces: nostalgia and innovation.
“Share a Coke” first stole hearts in Australia and quickly became a global cultural icon. By replacing the Coca-Cola logo with names, we turned an everyday product into a powerful symbol of connection — a shared moment of joy between friends, families, and even strangers. Now in 2025, we’re bringing this beloved campaign back for a new generation — Gen Z — not as a repeat, but as an evolution.
This year, “Share a Coke” returns as a supercharged global celebration, bubbling up in over 120 corners of the world where people are sharing the magic once again. The campaign taps into what matters most to Gen Z: self-expression, individuality, and meaningful connection. They aren’t just looking for products — they want experiences that reflect who they are and bring people together. So this campaign isn’t just meant to be remembered — it’s made to be reimagined and reshared in ways that feel personal, authentic, and distinctly Gen Z.
To do that, we’ve taken hyper-personalisation to new heights, with more than 5,000 names and nicknames across ASEAN & South Pacific carefully curated to reflect each market’s slang and cultural identity. From “Chiobu” in Singapore to “Maaate” in Australia, “Kon Naa-rak” in Thailand to “Pogi” in the Philippines — we’re speaking Gen Z’s language, literally. And we’re meeting them where they are, too — through live personalisation hubs and roadshows at hotspots like IOI Mall Damansara in Malaysia, Plaza Singapura in Singapore, and ShareCon in the Philippines. Even online, fans can preview and design their own cans through the “Share A Coke” online platform before printing — giving every Gen Z the chance to make the can their own.
But this goes beyond just names. Each can becomes a conversation starter, a keepsake, a shared laugh — a real-world reminder of human connection in a fast-paced digital age. It’s a playful invitation to pause, connect, and celebrate both individuality and togetherness.
Grounded in Coca-Cola’s “Real Magic” philosophy, “Share a Coke” in 2025 is about turning everyday moments into something unforgettable — bridging physical and digital worlds to celebrate who Gen Zs are and who they share their world with.
Because sometimes, all it takes to bring people together is seeing your name — or your best friend’s nickname — on an ice-cold Coke.
- How is Coca-Cola ensuring the “Shake A Coke” campaign resonates across different regions and markets?
Our campaigns tap into universal truths that are fundamental to the human experience. For “Share A Coke”, this truth refers to how people love hearing, seeing and sharing our own names. We go further in anchoring such universal truths by considering cultural nuance. Achieving success in the ASP region requires localised relevance – it’s not just about adapting global ideas, but also partnering with local voices to seamlessly integrate into the everyday lives of our diverse consumers. We have to be adept in cross-cultural competencies to create experiences that are truly authentic to the region and the market specifically.
I’ve mentioned the use of localised nicknames to resonate with Gen Zs, but another key measure we took was to cater to differing ideas of community. Who do Gen Zs want to “Share A Coke” with? The answer differs from market to market.
Filipinos have a strong sense of family and community, and we reflected this by rolling out the “Share A Coke, Share A Fambox!” promotion in partnership with Wendy’s. What better way is there than to spend time with your family over a meal and Coke?
In Australia, we realised that consumers defined community by the friends they spend quality time with. So, we tweaked our messaging and focused on timely events like Mate’s Day or endorsements by celebrity friendship groups.
- How is personalisation evolving in the 2025 campaign, and what role does technology play in deepening consumer engagement in ASP markets?
Personalisation in the 2025 campaign has evolved from a novelty to a deeply integrated experience – one that reflects the shifting expectations of Gen Z consumers across ASP markets. Initially, “Share a Coke” focused on popular local names and required fans with unique names to visit physical printing hubs. Today, that experience has been fully digitised.
Our new digital hub, accessible via QR codes placed strategically across touchpoints, puts customisation quite literally in the hands of our consumers. Gen Zs can design their own cans from any device, visualise them in real time, and tailor the experience to their identity – instantly and intuitively. This seamless interaction isn’t just about convenience; it gifts Gen Zs autonomy, reinforcing our brand’s commitment in creating the perfect playground for self-expression and inclusivity.
Technology plays a pivotal role in closing the gap between physical and digital engagement. We’ve invested in more agile printing systems that allow for on-demand, high-quality personalisation at scale. At our roadshows, fans can now walk away with a custom can created moments earlier – transforming a simple activation into a meaningful, shareable experience.
Ultimately, this evolution is about more than names on cans. It’s about creating emotionally resonant, tech-enabled moments that meet Gen Z where they are – always connected, always expressive, and always seeking experiences that feel personal and real.
- What should marketers do to achieve the success“Share A Coke” has experienced?
Our approach with “Share A Coke” focuses on fostering authentic personalisation at scale. Marketers with similar goals can make this their priority too – to create a product or experience that feels uniquely tailored, yet is accessible to millions. The key is to make the consumer feel seen, heard, and valued, transforming the relationship between the brand and consumers into a personal one.
This comes naturally when we try to solve a genuine problem or fulfill a deep desire for our audience, rather than merely promoting a product. People don’t buy products; they buy solutions to their problems, or pathways to their aspirations. For “Share A Coke”, this was about acknowledging and balancing Gen Z’s thirst for individuality and community. Once we understand this, we can then start building a strategy around that value proposition.
Secondly, igniting social sharing and user-generated content should be an inherent design feature. The product or campaign itself should be “shareable,” providing a natural impetus for consumers to showcase their engagement. This means creating moments that are visually appealing, emotionally resonant, or playfully interactive, prompting organic social media activity.
“Share a Coke” turned a simple purchase into a treasure hunt and a moment to share, adding an element of fun and anticipation. Campaigns should aim to create similar moments of delight and surprise, encouraging repeat interaction and exploration. The goal is to make the brand experience an enjoyable journey, not just a destination. Tap onto the magic of your product; for Coca-Cola, it was that feeling of magic when we share the refreshing beverage with a treasured friend!
