The phrase, “I’ll have a Coke” is more than just a string of words to quench a thirst. When people step up to a Freestyle machine, it is an opportunity to pour their creativity into that cup. With Share a Coke on Freestyle, the concept goes beyond the glass and creates a connection far and wide.
When Share a Coke returned this year, the iconic beverage brand looked beyond the can. While the ability to find a name or share a sentiment enticed that purchase, it is more than just a set of characters printed on a label. It was the visual reminder that food and beverages create connections long after the plate and the glass are empty.
The Share a Coke campaign is not limited to just the can or the digital space. Across many Coca-Cola avenues, the ability to infuse a story into that drinking experience has come to life.
The Coke Freestyle machines have long been a place where personalization and customization have shined. Some recipes have been featured in larger scale promotions. Movies, shows, and other promotions have appeared in the machines as limited time pours. Freestyle is truly the freedom to have your beverage as you want it.
With Share a Coke on Freestyle, the brand is combining all those aspects with the desire to get people involved in the moment, after the consumption, and whenever the thirst hits. Whether that machine is in a movie theater, restaurant, or theme park, people are ready to showcase how Coca-Cola connects with them and how that beverage is part of their good company.
Recently, Ellis Chambers Director of Marketing at The Coca-Cola Company, in Atlanta, Georgia spoke with me about Share a Coke on Freestyle. While the program is slightly different than the Share a Coke campaign on bottles and cans, the three pillars that are the foundation to the beverage brand remain intact. More importantly, the Freestyle aspect adds to the potential connections that people can create no matter where they are in the world.
Cristine Struble: Freestyle has long been a way for people to create their perfect, personalized beverage. How does the name aspect add to that?
Ellis Chambers: Freestyle has always empowered guests to craft beverages that are uniquely their own — and now, with Share a Coke on Freestyle, we’re taking that personalization even further. By bringing name customization and our proprietary, AI-powered recipe generator into the experience, we’re building on the original Share a Coke campaign in a dynamic, digital way.
Now, guests can create a one-of-one drink recipe, personalize it with a friend’s name and then share it with them instantly, creating a moment of “real magic” only Coca-Cola can deliver. This mirrors the original Share a Coke campaign’s personalized appeal, but with a modern, digital twist, reinforcing how
Struble: Freestyle continues to lead in experience-driven, personalized beverage innovation. Do people appreciate the unique aspect not only to this program but also for the Freestyle concept itself?
Chambers: Absolutely. This program is one of the most exciting evolutions of Freestyle to date. It transforms what was already a first-of-its-kind platform into something that feels deeply personal, intentionally crafted and encourages connection through technology. With Share a Coke on Freestyle, we’ve layered in AI for the first time at scale, and social sharing to make the experience even more immersive and meaningful. It’s not just about choosing your favorite flavors anymore, it’s about expressing yourself.
Struble: Younger generations want concepts where they feel seen - how does this program offer them that validation?
Chambers: Younger consumers seek experiences that reflect their individuality, and Share a Coke on Freestyle delivers just that. From the moment they engage with the platform, it’s about them – their traits, their creativity, their relationships. By offering a playful, personality-based interface, adding stickers that match individual traits and enabling the creation of truly custom drinks, we’re offering Gen Z and younger Millennials a way to be seen, celebrated, and connected through the lens of a brand they love.
Struble: Is there a way to save the name/drink/etc. so that people can share with others (social media, etc)?
It’s not just possible, it’s encouraged. Share a Coke on Freestyle lets guests pour their custom-made drink fresh from the dispenser to try it out, then text it to a friend to redeem at their nearest participating Freestyle location, fostering instant connection regardless of geography.
This social-first approach encourages sharing, invites storytelling, and brings Freestyle into conversations people are having on their phones, in real-time.
Struble: People long for more connections. How is this program helping to connect people with others as well as the brand?
Chambers: The global Share a Coke campaign and its extension to Freestyle were built on the importance of connection – between friends and between consumers and the Coca-Cola brand. By empowering someone to create and send a drink made for a loved one, we’re facilitating meaningful moments that transcend the point of sale.
At its core, Share a Coke on Freestyle is all about personalization with purpose. Whether it’s a quick pick- me-up for yourself or a friend, or a fun way to reconnect with a long-lost acquaintance, this campaign taps into the emotional side of beverage choice while reinforcing Coca-Cola’s role as a connector of people and experiences.
Struble: Are there possibilities to make this interactive with restaurants, movies, etc.?
Chambers: One of Freestyle’s biggest strengths is how easily it integrates into partner environments. Because Freestyle software can be updated remotely – no hardware upgrades or on-site repair needed – Share a Coke on Freestyle was able to be activated across our restaurant, movie theater and convenience store customers nationwide with ease. Although Share a Coke will only be available on Freestyle for a limited time, we have plans to iterate and innovate on the tech that powers the experience so we’re able to expand our potential for creative partnerships with AI-enabled personalization into the future.
Struble: Where do you think that Share a Coke with Freestyle can go next?
This is just the beginning. Freestyle is an ever-evolving platform, and Share a Coke is just the latest example of how we’re using technology to create the kinds of experiences consumers crave in creative new ways. We’re continuing to build on our AI-powered recipe generator to push the boundaries of personalized beverage experiences. Expect to see new ways to create, customize and connect through Freestyle as we innovate into the future.
From the restaurant to the movie theater to the theme park, the Freestyle experience is more than just quenching a thirst. That cup has the power of personalization, customization, and refreshment. Ready for your next pour?