Coca-Cola taps into Gen Z audience in China with personality-themed bottles

As Coca-Cola revives its iconic “Share a Coke” campaign globally, the brand has embarked on a quest to amplify connections with Gen Z as the campaign is launched in China. 

Over a decade ago, Coca-Cola sparked a social marketing revolution with the ‘Share A Coke’ nickname bottles. Today, the brand builds on this legacy for a new generation of consumers, offering them a fun way to share their personalities, fulfilling their desire for authentic connection to create unique, generation-defining memories alongside the brand. 

As part of the new campaign, a diverse range of personality-themed bottles are taking over shelves, offering a fun and engaging way to connect with friends and family, including "The comedian" to "The Viber starter" and "The cat lover". The campaign was developed by Coca-Cola in collaboration with WPP Open X, led by Ogilvy Shanghai.

Drawing on the brand's deep roots in consumer-centricity, the iconic “Share a Coke” campaign exemplifies Coca-Cola's longstanding commitment to fostering meaningful connections through innovative product designs and engaging experiences, encouraging Chinese consumers to spark connections through the simple act of sharing a Coke.  

For Chinese Gen Z, social media serves as the primary platform for authentic connection-building, driven by their passion for self-expression and exploration of identity. Naturally drawn together around shared interests and social identities, they discover new opportunities to create authentic emotional bonds, according to the release. 

Tailor-made for this dynamic social landscape, the "Share a Coke" campaign introduces a new series of Coca-Cola packs designed to reflect Gen Z's unique and diverse identities. The packaging features 20 unique personas, including "The Foodie", "The Attention Seeker", "The Introvert (I- Person)", and "The Extrovert (E-Person)".  

With this innovative and truly "social-first" approach, the campaign invites Gen Z consumers to build new connections through celebrating and sharing who they truly are. 

To amplify the campaign, Coca-Cola also rolled out a series of vibrant videos and visuals illustrating how sharing a Coke can spark fun and surprising connections; highlighting the boundless possibilities that emerge when contrasting personalities interact—whether between kindred spirits or opposites, everyone can "Share a Coke" and connect through moments of joy. 

On 18 April, the new "Share a Coke" packs made their debut at the 42nd Weifang International Kite Festival, transforming into the ultimate "The attention seeker" as they soared through the spring skies alongside young festival-goers. Furthermore, a diverse array of creative out-of-home (OOH) advertising installations will be deployed to target key demographics at high-traffic locations like subway stations. 

The campaign's digital strategy centres on driving online engagement through weekly themed interactive challenges in collaboration with leading social media platforms and Gen Z influencers. On 15 May, its brand ambassador Silence Wang shared an announcement video featuring the “Share a coke” products and offering enthusiastic support for the campaign. Coca-Cola will also leverage mixed reality technology to create engaging social videos to amplify reach and sustain campaign momentum. 

MARKETING-INTERACTIVE has reached out to Coca-Cola for more information.

Back in March, Coca-Cola announced the "Share a Coke" campaign is making a timely comeback in 2025 as Gen Z seeks authentic connection in an increasingly digital world. The campaign will encourage this audience to tap into the nostalgia of personalising a can of Coca‑Cola as a creative way to show their friends, loved ones and community that they see them - a reminder that all it takes to spark a connection is a simple act of sharing.  

The 2025 iteration of the groundbreaking campaign fuses digital and IRL experiences with increased shareability and customization. Starting in April, consumers will begin finding Coca‑Cola cans or bottles with names on store shelves. The rolling global launch will ultimately include over 120 countries. 

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