How Share a Coke's bold comeback in HK strikes a chord with Gen Z

As Coca-Cola is gradually relaunching the iconic “Share a Coke” campaign globally, it has landed in Hong Kong with authentic digital experiences that appeal to Gen Z audience.  
 
Originally initiated in 2011, Share a Coke made an impact on a global scale by turning Coca‑Cola bottles and cans into personalised keepsakes by swapping out the logo with popular first names – that encouraged fans to connect and make memories with friends and loved ones. 

This time, the campaign has seen a diverse range of personality-themed bottles taking over shelves in Hong Kong, featuring local slangs such as "暖男" and "P牌仔", "脆友", offering a fun and engaging way to connect with friends and family. From now until October, customers can purchase the special edition bottles at supermarkets, convenience stores, online platforms and Swire Coca-Cola's eShop.

As part of the campaign, the Coca‑Cola mobile app and on-pack QR codes provide a gateway to the Share a Coke digital hub, where fans can customise Coca‑Cola packaging with additional names and access the “Share a Coke memory maker,” an interactive digital experience to create personalised videos with their own content and memes to share with friends. 

Apart from the above special themes, Coca-Cola Hong Kong has partnered with various brands to launch a series of special edition bottles, tailored to fans and target audience. Customers can find Coca-Cola bottles featuring the phrases "Emo", "Chur", "脆友", "C位" and "老Best"; whereas Coca-Cola bottles at Circle-K stores will feature "開心仔", "樹窿", "小薯", "花生友" and "MM7". Coca-Cola bottles at Hong Kong Disneyland will feature the phrase "Magical fan".

Furthermore, Coca-Cola has also partnered with Langham Place to launch an exclusive edition featuring phrases such as "MKmui", "MKjai", "亞皆老guy" and "朗豪坊丈". Customers will get an exclusive edition bottle for free after finishing their dedicated mission on 5 and 6 July, available while stocks last. A lucky draw has also been introduced for fans to get a chance to fly to Tokyo and have a meet-and-greet session with local boy band MIRROR's member Edan and local DJ Ah Jeng.
 
Explaining the unearthing insights behind the campaign, Kelvin Au, brand lead, Coca-Cola, Coca-Cola China told MARKETING-INTERACTIVE that the campaign emphasises personalisation on the packaging, allowing consumers to customise their Coca-Cola packaging with names and personalised messages.  
 
“This focus on personalisation helps create a unique and engaging experience for consumers, encouraging them to share their customised packaging with friends and family. Additionally, partnerships with local influencers and brands help amplify the campaign's reach and relevance, ensuring a strong connection with the target audience,” he added. 

Tapping into the Gen Z segment
 
The 2025 Share a Coke edition is also strategically targeting the Gen Z segment, said Au. “This generation values personalisation and social sharing, making the inclusion of names and personalised messages on Coca-Cola packaging particularly appealing.” 
 
The campaign also integrates digital and interactive elements, such as social media engagement and influencer partnerships, to connect with Gen Z consumers effectively, he said. Additionally, Coca-Cola recognises Gen Z's desire for real-life engagement in a world where digital interactions can feel fleeting.  
 
“The campaign encourages spontaneous moments of connection and joy through sharing a Coke, amplifying real-world experiences, and fostering authentic relationships. These efforts are designed to foster authentic connections and enhance brand loyalty among this tech-savvy demographic,” he added. 
 
To effectively communicate the brand story to the audience in Hong Kong, Coca-Cola focuses on several key elements beyond product packaging, said Au. “This includes localised content, it’s crucial to incorporate local languages, terms, and cultural references to resonate with the Hong Kong audience.” 
 
Digital engagement is also key, Au said. “It is important to leverage social media and interactive campaigns to reach consumers where they are most active. Additionally, experiential marketing plays a significant role, with events and experiences that allow consumers to engage with the brand in meaningful and memorable ways. These strategies help ensure that the brand story is relevant and impactful for the local audience.” 

Other Share a Coke elements include ‘The Magic of Sharing’ film, partnering with influencers to reach Gen Z on relevant social platforms, striking outdoor creative highlighting the energy and excitement of friendship, “Share a Meal” bundles at McDonald’s restaurants in select countries, amongst others.

The 2025 iteration of the groundbreaking campaign fuses digital and IRL experiences with increased shareability and customisation. Starting in April, the campaign will gradually roll out in over 120 countries.

Join us this coming 17 June for #Content360 Hong Kong, an insightful one-day event centered around responsible AI, creativity VS influencers, Xiaohongshu and more. Let's dive into the art of curating content with creativity, critical thinking and confidence!

Related articles:

Coca-Cola switches up iconic red can packaging for pretty galaxy pink hue
Coca-Cola puts patriotic twist to national flag with special Merdeka cans