From the first notes of that iconic score, people are instantly brought to a galaxy far away. Turning the cap of a Coca-Cola bottle, that crack of carbonation invites the first sip. With the new Coca-Cola x Star Wars: Refresh Your Galaxy collaboration, the concept extends beyond the visually impressive packaging. For Islam ElDessouky, Global Vice President, Creative Strategy and Content at Coca-Cola, the moment connects experiences across all communities.
Coca-Cola is more than just a beverage brand. Few companies span such an impressive history. From a distance, people spot that signature red color and iconic font. They can almost taste that first sip. Coca-Cola is more than just quenching a thirst; it makes a connection.
In recent months, the brand has used its campaigns to focus on connection. The successful relaunch of “Share A Coke” was more than just a name on a bottle. It captured the connection concept with visuals, language, and customization. That beverage quenched a thirst for a deeper, personal moment.
With the new Coca-Cola x Star Wars: Refresh Your Galaxy, the starting point is the deeply loyal Star Wars fandom. While that concept is clearly woven into the experiences and storytelling, the campaign extends beyond that single plot. From the campaign’s movie to the hologram AR digital experience, how people communicate with these tools is just as important as the refreshment enjoyed.
During a media event held at Disneyland, I had an opportunity to speak with Islam ElDessouky. Anyone who has had the pleasure of speaking with him appreciates that the Coca-Cola executive infuses his business acumen with relatable, real-world moments. When discussing this particular campaign, our chat went beyond beloved characters. The key to this campaign is understanding why Coca-Cola’s storytelling and reinvention compliments Star Wars in a compelling way. ElDessouky emphasized the word, humble.
When asked why he used “humble” as a description, ElDessouky said:
“Coca-Cola is a feeling. It's not just a brand and a product. If you want to really evolve the right feelings, it has to come from humility. This icon has been built by giants, and we want to live up to that. We want to really keep evolving and keep giving people ways to interact with our brand without us looking arrogant or pretentious or not understanding ways of today.”
In this particular chapter in its reinvention story, Coca-Cola infuses itself within the Star Wars fandom. While the campaign movie has numerous Easter eggs and impressive imagery, ElDessouky believes that the concept appeals to more than just the Light Side or the Dark Side followers. There is a story for everyone at the heart of the film.
ElDessouky explained:
“When it came to me the first time, the main story that warmed my heart was a story of a father and son. I have two boys, and we have a lot of memories of Star Wars. Isolated from everything else going around in the moment, it is about the father and son. The son is the one who engages the father. The movie theater may not be working, but they have some fun, and they inspire the whole movie theater.”
That key moment is an example of humble connection that crosses generations. Son engages father, family engages community, and community comes together. Those same threads can be found in Star Wars. Highlighting different ways to connect and bring together communities is vital for this campaign.
Coca-Cola always goes back to its three pillars. As ElDessouky explained, everything is rooted in “authenticity, uplift, and connection. We want to connect multi-generations. We want to connect experiences. The whole hologram concept is to create a connection, like a language, inspired by Star Wars.”
That ability to communicate through various platforms is vital to the continual reinvention of the brand. Yes, people use words, but they are just as likely to use visuals, music, and even pop-culture comparisons to bridge the gap.
Whether it is creating a personalized hologram, avatar, or just scrolling messages on social media, ElDessouky believes that Coca-Cola always comes back to a core concept:
“The essence is always human fabric and how we bring people together.”
Starting on , the Coca-Cola x Star Wars: Refresh Your Galaxy debuts 27 limited-edition cans and bottles. In addition, three Disneyland and Walt Disney World exclusive designs will be available in the theme parks.
The AR digital experience will be available by scanning the QR code on the can. People can create a personalized hologram and experience other interactive features.
As people immerse themselves in the Coca-Cola x Star Wars: Refresh Your Galaxy campaign, the special offerings reignite a sense of connection. The beloved Star Wars characters might come from a galaxy far, far away, but the relationships that people nurture through common connections are much closer.
Tags: star wars, coca-cola, disney parks, limited edition