More than a decade after its original debut, Coca-Cola has brought back its iconic “Share a Coke” campaign, reimagined for a new generation of consumers seeking personalisation and meaningful connection in a digital-first world.
Launched across Thailand, Singapore, and Australia, the refreshed campaign is set to expand throughout the ASEAN and South Pacific (ASP) region—including Philippines, Vietnam, New Zealand, Indonesia, and Malaysia—within the coming months.
The concept remains true to its roots: replacing the iconic Coca-Cola logo with popular first names and nicknames. But this time, the brand is amplifying the initiative with digital activations, real-life events, and exclusive content, all tailored to Gen Z values of individuality, authenticity, and shareability.
“The iconic ‘Share a Coke’ is back and supercharged at a global level, celebrating the pure magic that happens when people connect,” said Teejae Sonza, Senior Marketing Director for Coca-Cola Trademark in the ASP region. “We are introducing new channels and fresh experiences, encouraging people to help uplift friendships through real-life everyday moments.”
With more than 5,000 personalised names available in stores across the region, fans can find or even customise their own cans via the new “Share a Coke” online platform. In addition to digital personalisation, Coca-Cola will host live customisation events, allowing consumers to create unique cans and bottles on the spot.
The campaign also taps into influencer marketing and targeted social media efforts, placing branded content in high-impact outdoor locations near popular Gen Z hotspots. These elements are designed to spark both online buzz and offline interaction.
The return of “Share a Coke” aligns with Coca-Cola’s broader strategy of elevating brand experiences through creativity and collaboration. One recent example: the brand’s pop culture-inspired partnership with South Korean girl group NewJeans, which transformed a laundromat into an interactive upcycling studio, complete with RFID patches and immersive brand storytelling.
With its renewed focus on customisation, creativity, and community, Coca-Cola aims to turn a simple beverage into a powerful medium for real-world joy—one name at a time.
