Share a Coke 2025: Turning personalisation into purchase

Client: Coca-Cola

Coca-Cola’s iconic ‘Share a Coke’ campaign was reimagined for the Gen Z audience in partnership with WPP and Uber Advertising. Through a highly personalised and creative activation, Coca-Cola achieved an impressive 15% uplift in SKU sales.

WPP led strategy and creative development, uncovering audience insights and designing a campaign that fused emotional engagement with actionable moments. Uber Advertising brought the idea to life across its platform, integrating the first UK Playable Ad for a CPG brand and the first Shareable Cart Offer mechanic. Uber’s intelligent technology and contextual signals ensured the experience appeared at moments of genuine consumer interest. The campaign connected with the Gen Z audience, a group shaped by fleeting online interactions yet craving authentic connection, by embedding personalisation directly into moments of real intent. Users could personalise a Coca-Cola bottle with a friend’s name and message and instantly share it through Uber Eats, turning digital interaction into a real-world connection. The integrated full-funnel campaign was executed across Uber Advertising’s Homepage Billboards, Journey Ads, Post-Checkout Ads, and more than 100 restaurant partners to drive measurable engagement and business results, including 17,500 personalised bottles created. The campaign demonstrates how insight-led planning, contextually relevant media placement and first-of-its-kind interactive creative can modernise a heritage campaign while delivering emotional and commercial impact.