Remember when Coke used to put your name on their cans ? Well – IT ‘S BACK !

Coca-Cola’s iconic “Share a Coke” campaign is back, but this time, it’s reimagined for a new generation. Coke’s Global VP of Creative, Islam ElDessouky, shared insights into what makes this iteration different from the last time they did it and why it’s launching now. Here are the biggest takeaways from our conversation.

We sit down down with Islam ElDessouky , Global VP , Creative at Coca - Cola to take more about why Coke is bring back their iconic " Share A Coke " campaign and what he wants consumers to take away from it.#coke#cocacola#shareacoke

1. Share a Coke is back, and it’s all about connection

Coca - Cola ’s beloved run , which first set up in 2011 , is return after several years . But this sentence , it ’s been contrive to nurture tangible connections in an era when digital interactions eclipse .

“ We wanted to bring it back thinking … that this generation , despite sustain so many connection chance , actually complains a raft about feel garbled , ” ElDessouky explains . “ This is a skillful invitation . It ’s a secure reminder .   witness the epithet of those who are close to you , your crowd , your the great unwashed , and use this as an chance to connect . ”

2. This version is made for the digital age

When Coca - Cola first stick in “ partake a Coke , ” social spiritualist was in its early stages . Today , sharing stand for something wholly different , and the campaign has evolve to muse that .

“ In 2011 , share-out was not what communion is today , ” says ElDessouky . “ Sharing today is ingrained in digital culture . Everything is share — the clause , the voice note , send   a message or DM on Instagram is a form of communion . ”

The Modern drive embraces digital co - creation , give consumer tools to personalise and flourish on this conception of sharing .

Person smiling and walking outdoors, holding a tablet, coffee cup, and phone near stairs, appearing joyful and engaged in conversation

3. Gen Z helped shape the campaign

Understanding Gen Z was all-important , and Coca - Cola used a hands on coming to involve them in the originative outgrowth .

“ We like to really involve people , not just get data spot and move on it . " ElDessouky explains .   " Yes , the start point was that they feel disconnected .   Then , as we start developing this , we would go to them with conception , asking‘If you see this , what does it make you feel ? Would you wish to apportion a Coke with someone ? Do you sympathise what Share A Coke signify ? Does it even mean anything to you ? ' "

This back - and - forth led to the creation of new features , like theMemory Maker , which allow users to generate personalised meme and video featuring their friends .   “ Our estimation was simply to put the name [ on the products ] , and we add nicknames and present moment just to extend the spectrum .   But they amount up with this . They were like , hey , we use a lot of words to convey : Memes is one of them , Films is one of them , Videos is one of them , Snapchat television camera is really a language that we utilise . ”

Group of five people outdoors, smiling and walking. One person raises an arm triumphantly, while another holds a flag. Casual, summery attire

4. Customisation is a key feature

Coca - Cola is making it easy than ever to discover your name — or a friend’s — on a bottleful or can . And if you do n’t see it on store shelf , they ’ve got you covered .

“ We have a dick so that if you ca n’t see your name , you could either create one for yourself or have a friend do it for you as a endowment , ” ElDessouky says . to boot , Coca - Cola is set up customization activation in choice cities , allowing consumer to make personalized can with the name that they want right then and there .

5. The brand Hopes for big, heartfelt moments

While Coca - Cola knows people will use the campaign in fun ways , they ’re also hoping it guide to deeper present moment of connexion .

“ We would bang to see proposals , ” ElDessouky says . “ It ’s all about connectedness , veracious ? perhaps rivals using it — like Eagles fans sharing a Coke with Chiefs fans . We would enjoy to give it a megaphone , give it the spotlight and showcase it to everybody . ”

Personalised Coca - Cola products will be availble in the UK from 1 May !   Who will YOU be sharing a coke with ?

Three people clink Coke bottles labeled Mia, Logan, and Isaac. The text reads, "Watch out, are together again. Who will you share a Coke with?"

Two people smiling and taking a selfie on a boat with water and land in the background