Debranding: Coca-Cola’s ‘Share a Coke’ Campaign Returns for 2025
A Global Phenomenon Reborn
While there aren’t many brands that can get away with ‘debranding’ their ads, we’ve seen a few such as McDonald’s try ditching their logo in recent months. But perhaps the most famous example dropped all the way back in 2011 – and it’s back to jump on the trend in 2025.
The Original Campaign
Back in 2011, Coca-Cola launched what was to become one of its most successful branding campaigns. ‘Share a Coke’ saw the Coca-Cola logo replaced by first names – which, as you might expect, drove countless people to search for their own or that of their friends – because not even the best logos of all time are a match for the feeling of personalisation. So successful was Share a Coke that the company is bringing it back for 2025, "inviting a new generation to experience the magic of personalised connection."
New Features and Digital Platforms
As well as featuring names on bottles and cans, the updated version of the campaign introduces a host of digital features. An QR code takes the customer to a digital platform featuring a ‘Share a Coke Memory Maker’, which allows them to create personalised videos.
Gen Z’s Desire for Authentic Experiences
"The first-of-its-kind campaign, which sparked a global phenomenon by swapping iconic Coca-Cola logos for personalised names, returns with an even greater focus on shareability and customisation, reflecting Gen Z’s desire for authentic experiences," reads a press release from the company.
Conclusion
It seems that tweaking or even removing logos is quite the design trend right now, with everyone from McDonald’s to Kellogg’s doing away with iconic brand assets in recent campaigns. ‘Share a Coke’ is arguably one of the most famous examples, and arguably something that only a globally recognised brand like Coca-Cola can pull off.
FAQs
Q: What is the ‘Share a Coke’ campaign?
A: The ‘Share a Coke’ campaign is a branding campaign launched by Coca-Cola in 2011, which replaced the company’s iconic logo with first names on bottles and cans.
Q: Why is the campaign returning in 2025?
A: The campaign is returning in 2025 with new features and digital platforms to reflect Gen Z’s desire for authentic experiences and personalisation.
Q: What new features are being introduced in the 2025 campaign?
A: The updated campaign introduces an QR code that takes customers to a digital platform featuring a ‘Share a Coke Memory Maker’, which allows them to create personalised videos.
