Beverages: ‘Share a Coke’ is getting a Gen Z glow-up for 2025
- InsightTrendsWorld
- Mar 27
- 7 min read
Why is the topic trending?
Revival of Iconic Campaign:Â Coca-Cola is bringing back its popular "Share a Coke" campaign, which previously saw significant global success. The return of a well-known campaign often generates news.
Gen Z Focus:Â The campaign is specifically tailored to appeal to Gen Z consumers, a demographic many brands are eager to connect with. This strategic targeting makes the revival newsworthy.
Digital Personalization:Â The new iteration incorporates digital tools for greater personalization, reflecting a modern approach to a classic campaign and highlighting the evolving marketing strategies brands are using.
Overview:
Coca-Cola is relaunching its "Share a Coke" campaign in 2025 with a renewed focus on Gen Z. The original campaign, which featured personalized names on Coca-Cola cans and bottles, was a global hit. This new version will leverage digital tools to offer even more customization options for Gen Z consumers, aligning with Coca-Cola's "Real Magic" era of marketing. The campaign will run throughout 2025 and aims to resonate with Gen Z's desire for authentic experiences.
Detailed Findings:
Original Campaign Success:Â The "Share a Coke" campaign was first launched in Australia in 2011 and quickly became a global phenomenon, capitalizing on trends towards personalization and sharing. It ran in the U.S. in 2014, 2015, and 2017.
Gen Z as Target Audience:Â Coca-Cola is specifically targeting Gen Z (born between 1997 and 2012) with this revival, acknowledging their desire for authentic experiences and perhaps reaching those who were too young to fully engage with the original campaign.
Increased Number of Names:Â The 2025 campaign will feature "more names than ever before" globally, although the specific number will vary by country. Coca-Cola used 250 names in the U.S. in 2015.
Online Customization Platform:Â Consumers who can't find their name on a package can scan a code to access an online platform with more names and customization tools.
"Memory Maker" Feature:Â The online platform will also include a "Memory Maker" tool allowing users to create personalized videos using their own content.
Out-of-Home and Video Ads:Â The campaign will be supported by out-of-home advertisements highlighting friendships and a video ad titled "The Magic of Sharing."
Potential McDonald's Integration (Select Markets):Â In some markets outside the U.S., the "Share a Coke" program will be integrated with a McDonald's meal deal.
Coca-Cola's Market Share:Â Coca-Cola was the largest U.S. carbonated soft drink brand in 2024, holding a 15.6% share.
Campaign Development:Â The campaign was developed by WPP Open X, led by VML, with support from Ogilvy PR, EssenceMediacom, and Subversive.
Key Takeaway:
Coca-Cola is strategically reviving its "Share a Coke" campaign with a strong digital focus to appeal to Gen Z's desire for personalized experiences and authentic connections, aiming to reignite brand love and drive engagement.
Main Trend:
Personalized Marketing for Gen Z Engagement
Description of the Trend (Personalized Marketing for Gen Z Engagement):
This trend reflects the increasing need for brands to tailor their marketing efforts to resonate with the preferences and expectations of Generation Z. Gen Z consumers value authenticity, personalization, and digital-first experiences. This means moving beyond generic messaging and offering opportunities for individual customization, interaction, and co-creation with brands. Leveraging digital platforms and technologies is crucial to deliver these personalized experiences and build meaningful connections with this demographic.
What is Consumer Motivation?
Gen Z consumers are motivated by:
Authenticity:Â They value genuine and transparent brand communication and experiences.
Personalization:Â They appreciate products and experiences that can be customized to reflect their individual identities and preferences.
Self-Expression:Â They seek opportunities to express themselves and their individuality through the brands they engage with.
Digital Engagement:Â They are highly connected digitally and expect seamless and interactive online experiences.
Sharing and Connection:Â While valuing individuality, they also appreciate opportunities to share experiences with friends and build connections.
What is Driving the Trend?
Gen Z's Unique Characteristics:Â This generation has grown up in a digital world and has distinct expectations from brands compared to previous generations.
Technological Advancements:Â Digital tools and platforms enable brands to offer highly personalized experiences at scale.
Shifting Marketing Landscape:Â Traditional mass marketing is becoming less effective with Gen Z, necessitating more targeted and personalized approaches.
Desire for Brand Connection:Â Gen Z wants to feel a connection with the brands they support and often seeks out brands that align with their values.
What is Motivation Beyond the Trend?
Beyond the immediate drivers, motivations might include:
Sense of Belonging:Â Personalizing products and experiences can foster a sense of belonging and community around a brand.
Uniqueness and Individuality:Â Customization allows individuals to feel unique and express their personal style.
Description of Consumers Article is Referring To:
The article specifically focuses on Gen Z consumers, defined as those born between 1997 and 2012. The campaign is designed with their preferences in mind.
Age:Â Between approximately 13 and 28 years old in 2025.
Gender:Â Not specifically defined, implying an appeal across genders.
Income:Â Not explicitly stated, but Gen Z represents a wide range of income levels, from students to young professionals.
Lifestyle:Â Digitally native, valuing authenticity, personalization, and social connection. They are likely active on social media and seek out unique experiences.
Conclusions:
Coca-Cola's revamped "Share a Coke" campaign demonstrates a strategic understanding of Gen Z's preferences for personalization and digital engagement. By leveraging online platforms and customization tools, Coca-Cola aims to create a more meaningful and shareable experience that resonates with this key demographic.
Implications for Brands:
Embrace Digital Personalization:Â Brands should explore ways to incorporate digital tools to offer personalized experiences to Gen Z consumers.
Focus on Authenticity:Â Marketing efforts should emphasize genuine connections and transparent communication.
Encourage Sharing and User-Generated Content:Â Campaigns that facilitate sharing and allow users to create their own content can be highly effective with Gen Z.
Meet Gen Z Where They Are:Â Prioritize digital platforms and channels that are popular with this demographic.
Offer Opportunities for Customization:Â Providing options for personalization can increase engagement and brand loyalty among Gen Z.
Implication for Society:
Normalization of Personalized Experiences:Â As more brands adopt personalized marketing, it may become an expected norm for consumers.
Increased Emphasis on Digital Interaction:Â The trend reinforces the importance of digital platforms in consumer engagement and brand building.
Implications for Consumers:
More Tailored Brand Experiences:Â Gen Z consumers can expect more marketing campaigns and product offerings that are personalized to their preferences.
Increased Opportunities for Self-Expression:Â Campaigns like "Share a Coke" provide avenues for consumers to express their individuality through brands.
Implication for Future:
The future of marketing will likely see an even greater emphasis on personalization, driven by the expectations of digitally native generations like Gen Z. Brands will continue to leverage technology to create more tailored and interactive experiences.
Consumer Trend:
Hyper-Personalization:Â Consumers, particularly younger generations, increasingly expect brands to understand their individual needs and preferences and to offer highly personalized products, services, and marketing communications.
Consumer Sub Trend:
Digital Co-Creation:Â Gen Z consumers often appreciate opportunities to co-create content or customize their experiences with brands through digital platforms.
Big Social Trend:
The Individualized Consumer:Â Society is increasingly focused on individual expression and identity, and consumers seek out brands that recognize and cater to their unique preferences.
Worldwide Social Trend:
The Global Demand for Personalized Experiences:Â The desire for personalized products and services is not limited to Gen Z or specific regions, but represents a growing global consumer expectation.
Social Drive:
Desire for Recognition and Individuality:Â Consumers are driven by a fundamental desire to be seen and acknowledged as individuals with unique tastes and preferences.
Learnings for Brands to Use in 2025:
Invest in Digital Personalization Capabilities:Â Develop online platforms and tools that allow for customization and personalized experiences.
Collect and Utilize Data Ethically:Â Gather consumer data to understand preferences and tailor marketing efforts, while respecting privacy.
Foster User-Generated Content:Â Encourage consumers to create and share their own content related to your brand.
Be Agile and Responsive to Trends:Â Stay updated on the evolving preferences of Gen Z and adapt your strategies accordingly.
Strategy Recommendations for Brands to Follow in 2025:
Launch Interactive Online Platforms:Â Create digital spaces where Gen Z consumers can personalize products or experiences.
Run Social Media Campaigns that Encourage Participation:Â Develop campaigns that invite user-generated content and sharing.
Offer Product Customization Options:Â Where feasible, allow consumers to personalize products to their liking.
Utilize Data to Segment and Target Gen Z:Â Deliver tailored marketing messages based on interests and preferences.
Final Sentence (key concept) describing main trend from article:
Coca-Cola's 2025 "Share a Coke" campaign exemplifies the growing importance of personalized marketing strategies for effectively engaging the digitally native Gen Z audience.
What brands & companies should do in 2025 to benefit from trend and how to do it:
Brands and companies should prioritize understanding and catering to the demand for personalization among Gen Z consumers. This can be achieved by investing in digital platforms that offer customization options, leveraging data to deliver targeted marketing messages, and encouraging user-generated content. By providing opportunities for self-expression and creating authentic, personalized experiences, brands can build stronger connections and foster loyalty with this influential demographic in 2025.
Final Note:
Core Trend:
Name:Â Personalized Marketing for Gen Z
Detailed Description:Â Tailoring marketing efforts and product experiences to meet the specific preferences and expectations of Generation Z consumers, emphasizing authenticity, digital engagement, and opportunities for personalization.
Core Strategy:
Name:Â Digital-First Personalization
Detailed Description:Â Utilizing digital platforms and technologies to deliver highly personalized experiences, allowing Gen Z consumers to customize products, content, and brand interactions.
Core Industry Trend:
Name:Â Emphasis on Digital Engagement and Customization
Detailed Description:Â The marketing industry is increasingly focusing on leveraging digital tools to create more engaging and personalized experiences for consumers, particularly younger generations.
Core Consumer Motivation:
Name:Â Desire for Authenticity and Individuality
Detailed Description:Â Gen Z consumers are motivated by brands that are genuine, transparent, and offer opportunities for them to express their unique identities through personalized products and experiences.
Core Trend Detailed:
Personalized Marketing for Gen Z Engagement: This core trend underscores the imperative for brands to adopt marketing strategies that directly resonate with the values and expectations of Generation Z. Having grown up in a hyper-digital environment, Gen Z consumers have distinct preferences that differ significantly from previous generations. They prioritize authenticity in brand communication, seek out personalized experiences that cater to their individual tastes, and expect seamless integration between the physical and digital worlds. Generic, mass-market approaches are often ineffective with this demographic. Instead, brands must focus on creating opportunities for individual customization, fostering a sense of co-creation, and leveraging digital platforms – where Gen Z spends a significant amount of their time – to deliver these tailored interactions. This involves utilizing data (ethically and transparently) to understand individual preferences, offering customizable products or services, and designing marketing campaigns that feel personal and relevant to each consumer. The goal is to move beyond simply selling a product to building a genuine connection with Gen Z consumers by recognizing and valuing their individuality. Coca-Cola's revival of the "Share a Coke" campaign with a strong digital personalization component is a clear example of this trend in action, demonstrating an understanding of the need to evolve classic marketing initiatives to meet the demands of a new generation.
