Coca-Cola's “Share a Coke” tactic in China has returned to China, with a twist.

For those in the west, coca-cola has brought back its iconic “share a coke” named bottles this year, “for a new generation,” coca-cola says on the labels, where instead of labels, it's “labels” on labels.

Coca-cola has always tailored for the chinese market, including relationship ones because chinese names are basically freeform, without the standardised biblical names as in the majority of the west.

Coca-cola also launched “on the beach” and “mate” bottles in the united kingdom in 2022, referring to popular online terms used by younger generations to identify.

This revival of the classic coca-cola campaign with chinese characteristics is often used as ethnic identifiers, icebreakers in social situations, or even as self-deprecating parody.

A coke with a name can be a nice conversation piece in fast-paced social media, particularly on social media.

Perhaps, just maybe, these "labels" are even better identifiers than just first names in the western world.

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