‘Share a Coke’ is getting a Gen Z glow-up for 2025

Coca-Cola is reviving its “Share a Coke” campaign, and this time, it’s even more personal. The program, which rolled out cans or bottles with people’s names on the labels where the brand usually appears, was introduced in Australia in 2011 and soon after became a global sensation, playing into trends toward customized experiences and sharing as people bought personalized Cokes for themselves and their friends. Programs in the U.S. ran in 2014, 2015 and 2017, when it added last names to the mix. Coke’s new iteration makes use of digital tools to further personalize the experience for Gen Z—a common characteristic of Coke promotions in the “Real Magic” era. The campaign is expected to run throughout 2025. Coke, like other brands, is eager to capture the attention of Gen Zers, those born between 1997 and 2012. As Coke pointed out, they have a “desire for authentic experiences.” (And perhaps they were too young to appreciate the “Share a Coke” premise in the 2010s.) Read more about Gen Z and marketing Ad Age A-List and Creativity Gala Buy your ticket to the in-person event Click here A Coca-Cola spokesperson said the brand was rolling out “more names than ever before” globally but noted the number of names would vary by country (Coke used 250 names in the U.S. in 2015, Ad Age reported). Decisions were determined through analysis of market data and consultation with bottler partners, the spokesperson said. “We aim to strike a balance between offering a personalized experience and ensuring efficient production and distribution.” Fans who cannot find their name on a package at retail, for example, can scan a code on packages to be taken to an online customization platform where they will find more names and customization tools, Coke said. They can also use the “Memory Maker” to create personalized videos using their own content. Coca-Cola will bring the campaign to life through out-of-home ads that will highlight bonds between friends. A video ad called “The Magic of Sharing” is also on the way. In some markets—but not the U.S., a spokesperson said—the “Share a Coke” program will be integrated with a McDonald’s meal deal. Coke was the largest U.S. carbonated soft drink brand in 2024 with a 15.6% share, according to Beverage Digest. Diet Coke was the No. 5 brand and Coke Zero Sugar was No. 7. The campaign was developed by WPP Open X, led by VML, and supported by Ogilvy PR, EssenceMediacom and Subversive.

‘Share a Coke’ is getting a Gen Z glow-up for 2025

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