rp Reacts: Coca-Cola Brings Back Share a Coke

Coca-Cola is bringing back their Share a Coke campaign, over 10 years after the original launch. And in an effort to target Gen Z, they're further personalizing the experience with new, digital activations. Custom designs, games, rewards, and even a traveling pop-up for real-time customization—it's all a part of the new rendition.

We had our team weigh in on the brand's campaign recycling strategy. Here are their thoughts...


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When Share a Coke first dropped, I was 12, and it was a big deal. Everyone was searching for their name—I only ever found “Marcus”, but that didn’t stop me from looking. As a part of Gen Z, I know that we like to feel like we’re a part of something. And the more interactive and personal tactics are definitely a win and will keep us from getting bored with the campaign. I agree this does seem like a quick comeback, but I think it’s a good quick.
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- Jermarcus Johnson, New Business Intern

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It’s wild to me that this campaign launched over 10 years ago—it feels more recent than that, which I think speaks to how iconic it was. That said, it feels slightly too soon for them to lean into any sort of nostalgia. However, I think it’s going to resonate. It also opens the door for them to further embrace diversity and representation through including an even more expanded repertoire of names.

In any case, I better see a Diet Coke with my name on it.
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- Jesse Spear, Sr. Business Development Manager

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I would argue, this isn't a nostalgia strategy, which would target the same audience. This strategy targets a new audience by tapping into basic human nature. They found a connection to people’s desire to connect as well as their desire to see their own name (or the name of a loved one) in a place of prominence. These concepts transcend generations, and this formula will likely resonate with the new audience as well. As Dale Carnegie said, "There is nothing sweeter than the sound of one's own name.

- Tim McMullen, CEO

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To Tim’s point, they’re not just dusting off a successful campaign—they’re evolving it. They’re taking the core emotional insight that made “Share a Coke” resonate—connection through small, meaningful gestures—and layering on digital tools that invite Gen Z to play, personalize, and perform.

They’re also tapping into what we call 'nowstalgia'—nostalgia for recent cultural moments that Gen Z remembers from their childhood or early teens. It creates this subtle “I remember this” emotional pull, but now it’s reengineered to meet them where they are and how they engage today.

It doesn’t try to invent a new story. It honors an existing one and lets a new generation write their own version of it—with their friends, on their terms.

- Nate Fleming, Director of Strategy

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‍After the AI holiday ads, reusing an old campaign with minimal changes—and a standard issue "people meet up and have a sweaty glass of coke" ad—makes me feel like they're taking a lot of shortcuts these days.

- Spencer Watson, Sr. Graphic Designer
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Coca-cola has remained in the royal court of brands that lean into nostalgia. I still think of Coke when I see any ad with polar bears. I agree with Jesse– this one feels quick! Maybe after a decade they were ready for a name refresh? Are the Brynns, Braelynns, and Raelynns of the world drinking Coke yet?

- Lauren Holt, Sr. Account Director

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