Coca-Cola has revived its “Share a Coke” campaign in China, unveiling a new lineup of identity-themed bottles and cans to deepen connections with Gen Z consumers.
The campaign features 20 unique personas on Coca-Cola packaging, including labels such as “The Foodie”, “The Attention Seeker”, “The Introvert (I-Person)”, and “The Extrovert (E-Person)”. According to the company, these designs offer a way for consumers to express themselves and foster social interaction.
The new bottles debuted on April 18 at the 42nd Weifang International Kite Festival, where the brand highlighted the persona “The Attention Seeker” with airborne installations. Additional out-of-home advertising is being rolled out in high-traffic areas like subway stations.
A series of promotional videos and visuals illustrates scenarios where sharing a Coke leads to spontaneous and fun connections. The campaign aims to show how even contrasting personalities can bond over a shared experience.
Online, Coca-Cola is promoting the campaign through weekly interactive challenges in collaboration with social media platforms and Gen Z influencers. On May 15, brand ambassador Silence Wang released a video message endorsing the campaign and showcasing the new products.
Coca-Cola also plans to use Mixed Reality technology to produce social media content designed to extend the campaign’s reach.
Originally launched over a decade ago, the latest iteration of the “Share a Coke” campaign was developed by WPP Open X, led by Ogilvy Shanghai.
