The decision to share a beverage, food, or a meal with another person is more than just an opportunity to satiate thirst or hunger. Even if the moment is fleeting, there is something that transforms a few minutes into something greater. As Islam ElDessouky, Global VP, Creative at Coca‑Cola discussed, Share A Coke speaks a language that can be understood by all ages.
In today’s tumultuous world, the positive moments can sometimes be overshadowed with less favorable items. While people feel connected with the device in their hand and the screens constantly providing new information, the reality is that people feel more separated than ever.
It might sound cliché, but being able to speak and even see people in an instant does not make up for real, personal interaction. The ability to hand a person a drink, sit at a table, or just be physically in their presence is meaningful.
When Coca-Cola decided to bring back the Share A Coke program, the company appreciated that it had to be more than a name on a can. Today’s program needed to speak people’s languages and cross cultures. Launching the event in Mexico City was a conscious choice because it celebrated how the past, present, and future can align while being immersed in a vibrantly diverse locale which brings together food, culture, and history.
Over the years, Coca-Cola has used innovation, creativity, and focus to guide each campaign. While those concepts are vital, the programs need to fit the current climate as well as resonate with consumers. The evolution of Share A Coke is doing that.
During a conversation with Islam ElDessouky, Global VP, Creative at Coca‑Cola during the Mexico City event, he explained that the multi-functional approach to this version of Share A Coke was intentional. While some older consumers will remember the previous version, the younger generation sees the concept in a different way. The interactive nature of this campaign is vital to tis success.
Specifically, ElDessouky spoke about Gen Z and explained, “Gen Z’ers are saying, we have a lot of connection opportunity, but we feel disconnected. We have a lot of platforms that bring us together but make us feel lonely, which is very interesting. This dichotomy is super interesting.”
Share A Coke is designed to foster the connection in a real, tangible way. It is more than just crafting a special bottle with a friend’s name. The ability to create a squad, share those visuals, and craft a story around the entire concept is more than a moment in time. It is the start of a bigger conversation.
In many ways, it invites a different language. ElDessouky found that aspect vital. He said, “language goes beyond the classical language.” From the Snapchat camera to social media to even memes as expression, all of those items are incorporated into the campaign. Each aspect is meant to foster a connection. At the heart of Share A Coke is making a real, meaningful, and lasting bond between people.
Since the program extends beyond the can, ElDessouky appreciates the opportunity push people to have that real world connection. He commented that people might always be online, but the younger generation craves that personal interaction. Giving everyone an opportunity to have ability to share a meal or beverage in real time captures the heart of the campaign and will continue the concept even when those specialty cans are not on the shelf.
Given that Coca-Cola has the world wide reach and brand recognition, it can be that catalyst to invite change. No one saying that everything will be instantly better after drinking a Coke. Still, it is a start.
As ElDessouky commented, “I think that everyone needs tools and solutions to bring us closer. I don’t think that there is a silver bullet, but we need to keep trying. We need to keep pushing meaningful connection. We want to be authentic, and we believe that we are more similar than different."
In the end, sharing a Coke with another person might not instantly solve a plethora of issues, but it does spread some positivity. Just like a little ripple can create a huge wave, the next Share A Coke that is enjoyed by two people might be the first chord to a better harmony for all.