Coca-Cola’s personalised cans are back, back, back
The fizzy drink behemoth has relaunched its Share a Coke campaign for a new generation.
Back in 2013, Coca-Cola launched the first iteration of the Share a Coke campaign, which meant you could buy personalised cans with your name on them at the shops. Our teenage selves were shaking: finding personalised anything, at least at the time, was akin to discovering some kind of hidden treasure.
Now, over a decade later, Coca-Cola has relaunched the campaign for a new generation, based around the simple concept of sharing a sweet moment between friends. The personalised cans aren’t just limited to first names, either: you’ll find variations of “My Bae”, “My Mate”, “My Fam” and “My Day One” up for grabs. Just in case that special person’s actual name doesn’t really cut it. If you can’t find your name on a can and aren’t keen on any of these nicknames, you can scan the QR code on the can to create a personalised version. The more you know.
The campaign aims to harness the power of nostalgia and launch it into the future while making IRL connections in an era dominated by fleeting digital interactions – this was partly inspired by research that found 56 per cent of Gen Z have friends they’ve only ever met online.
“Share a Coke is about celebrating the magic of human connection,” said Elodie Peribere, Coca-Cola’s senior marketing director for the UK and Ireland. “Given the nation’s fondness for nicknames, Brits have the chance to personalise a can with a surname, term of affection or nickname of choice, meaning people can create something totally unique to them.”
To celebrate the campaign, Coca Cola set up shop in Mexico City – the company opened its first bottling franchise in Mexico in the early 1920s – so the pair go way back. Just off El Zócalo, a square at the heart of Mexico City, media reps and influencers stepped into what felt like an actual giant Coke can: the walls glowed red and were slapped with names from all around the world. What better place to launch the brand’s biggest global campaign than one of the most vibrant cities in the world?
Islam ElDessouky, Coca Cola’s global VP of creative strategy, got up on stage. “The iconic Share a Coke is back and supercharged at a global level, celebrating the pure magic that happens when people connect,” he said. “It’s not just about likes and shares – we’re talking real-world moments, amplified. Get ready for a whole new level of sharing with fresh experiences and ways to spark joy with your crew.” Let’s raise a glass…
