Coca-Cola campaigns are full of iconic images. From Mean Joe Green to the Christmas polar bears, people associate those characters with the beverage brand.
Star Wars is one of the most iconic franchises. From the first introduction of Luke Skywalker to newer tales featuring The Mandalorian and Grogu, people are invested in those characters.
In the new campaign, Coca-Cola x Star Wars: Refresh Your Galaxy, the multi-faceted approach ensures that connection is infused into every aspect. Whether it is buying all 30 collectible bottles, rewatching the film for every Easter egg, or designing the perfect hologram, this concept fuels people’s desire to bring imagery off the screen and into the real world.
During a media launch event at Disneyland, the excitement was intense. From foodies to Star Wars fanatics, everyone was thirsty to learn about the specialty bottles, AR experience, and interactive elements of the experience. People created their hologram, enjoyed Coca-Cola beverages, and channeled their own “Force.” The moment was exactly what the campaign sought to achieve; it created a connection.
While fans will have a favorite or sought-after design, those images are more than a love of Chewbacca or an unexpected connection to Boba Fett. People want to infuse their story into the Star Wars world. Unlike the personalized lightsaber or playful droid, opening that Coca-Cola bottle creates unlimited connections beyond the fandom.
Since people long to hold that favorite character in their hands, everyone needs to know the particulars. The 27 designs available across the globe are:
Original Taste: Lando Calrissian, Obi-Wan Kenobi, Queen Amidala, Kylo Ren, Ahsoka Tano, Darth Maul, K-2SO, Boba Fett, Poe Dameron, The Mandalorian, Cassian Andor, General Grievous, and Emperor Palpatine
Zero Sugar: Darth Vader, Yoda, Princess Leia, Anakin Skywalker, Luke Skywalker, Chewbacca, Han Solo, BB-8, C-3PO, R2-D2, Finn, Rey, Grogu, and an Imperial Stormtrooper
Three Disneyland and Walt Disney World exclusive options are: The Mandalorian and Grogu, First Order Stormtrooper, and Chewbacca.
Yes, the bottles are collectibles, but they are more than that description. The imagery represents the diversity and depth of Star Wars storytelling. Light Side, Dark Side, classic characters, and new ones all come together in this campaign. In today’s divided world, it is imperative to see some unity. It is another layer of the storytelling within this concept.
Additionally, the AR experience takes something that people have seen in Star Wars films and longed to have in their hands. Built through the Coca-Cola app, users capture their face and voice to create personalized messages. After pointing the device at a landing spot, that hologram appears on the screen. It is a slice of movie magic brought to a large-scale audience.
As people interact with the campaign, both on and off-screen, it sparks conversation. People will share the bottle they found, the message that they created, and otherwise connect with both Coca-Cola fans and Star Wars fans. This campaign might not be “Share A Coke” in the original sense, but it is a shareable moment that will resonate long after the bottle is empty.
The Coca-Cola x Star Wars: Refresh Your Galaxy campaign launches on . More information can be found on the Coca-Cola website, and bottles will be rolling out to stores soon.
Tags: coca-cola star wars, collectable, disney