十载IP再回归，可口可乐推出社交版“分享瓶”

Core Viewpoint - Coca-Cola's "Share a Coke" campaign is making a significant return in the summer of 2025, integrating local social culture into its branding to foster genuine emotional connections among consumers, particularly targeting Generation Z [1][2][3]. Group 1: Campaign Details - The "Share a Coke" bottles will feature popular social terms like "I人", "E人", "喜剧人", and "气氛组" to serve as conversation starters for young consumers [1][2]. - The campaign aims to enhance social interactions in various summer consumption scenarios, including dining, home gatherings, and outdoor activities [2]. - Coca-Cola plans to engage consumers through both online and offline interactions, collaborating with multiple partners to create a comprehensive social experience [2]. Group 2: Historical Context and Global Expansion - The original "Share a Coke" campaign was launched in Australia in 2011, replacing the brand's logo with common names to encourage emotional connections among friends and family [2][3]. - The 2025 version of "Share a Coke" will combine online digital experiences with real-world interactions, enhancing personalization and shareability [3]. - The global rollout will cover over 120 countries, with consumers able to see personalized Coke cans and bottles in stores starting from April 2025 [3].