Coca-Cola Names Names for a New Generation

'Share a Coke' is making a comeback

Hey Gen Z, there’s a Coca-Cola can or bottle with your name on it.

The beverage giant has revived its “Share a Coke” initiative that ran for several years after launching in 2011. It proved popular yet polarizing, with personalized Cokes generating buzz both good and bad.

This updated pitch combines nostalgia and modern meme-ery, with Coke addressing some concerns that proved vexing the last time around.

For example: “If you can’t find your name in store, simply scan the QR code (on can), which will take you to the ‘Share a Coke’ digital hub,” the company says. That resource will provide tools to help consumers create customizable, sharable content, including videos.

The campaign slots into Coke’s recent strategy of fusing IRL and digital experiences with blasts from its past. Though some forays—notably this 2024 AI holiday effort—proved less than jolly.

Several agencies contributed, including WPP Open X (led by VML), Ogilvy PR, EssenceMediacom and Subvrsive.