Coca-Cola and Disney Launch 'Star Wars' Collaborative Campaign

In a groundbreaking partnership, Coca-Cola and The Walt Disney Company have unveiled their latest campaign, "Coca-Cola x Star Wars: Refresh Your Galaxy," aimed at celebrating the profound connections forged through fandom. This initiative marks an extension of a 70-year relationship between Coca-Cola and Disney, which began with the opening of Disneyland Resort in 1955. The campaign will feature limited-edition Coca-Cola packaging showcasing iconic Star Wars characters, alongside innovative creative content designed to engage fans worldwide.

Mindy Hamilton, Senior Vice President of Global Marketing Partnerships at The Walt Disney Company, emphasized the significance of this collaboration, stating, "A cornerstone of Disney’s collaboration with Coca-Cola continues to be creating campaigns in honor of fans. Star Wars is a powerful cultural force around the world, with millions of fans across generations who carry these stories off the screen and into their lives. This custom campaign is for them and inspired by them."

Islam ElDessouky, Global Vice President of Creative Strategy & Content at Coca-Cola, reinforced this sentiment, noting, "For generations, Coca-Cola and Disney have shared a commitment to creating moments of joy and human connection. This collaboration is about more than just bringing together two iconic brands—it’s about celebrating the power of Star Wars fandom, shared passions, and the strength of community when we lift each other up."

The campaign will include 30 unique Coca-Cola cans and bottles featuring beloved Star Wars characters, such as Lando Calrissian, Obi-Wan Kenobi, Darth Vader, and Rey, available in select markets globally. This assortment is designed to resonate with both longtime devotees of the franchise and newer fans alike, ensuring that there is something for everyone. Becca Vodnoy, Senior Vice President of Corporate Alliances at Disney, remarked, "The Star Wars universe is very expansive, so we wanted to make sure there was something for every fan."

The campaign will also utilize augmented reality (AR) technology, allowing fans to scan QR codes on Coca-Cola products. This feature will unlock a digital experience where users can create and share a hologram-style video transmission, echoing the iconic Star Wars hologram scenes. ElDessouky described this aspect as a beautiful experience, emphasizing the importance of authenticity in fandom-driven initiatives.

Beyond the product offerings, the campaign will be supported by a comprehensive marketing strategy that includes television, digital platforms, and out-of-home activations. This multifaceted approach aims to create an immersive experience, drawing fans into a shared celebration of their love for Star Wars. The campaign is set to launch in July, coinciding with a particularly exciting time for Star Wars enthusiasts, featuring new content on Disney+, upcoming park attractions, and a film slated for release in 2026.

As the campaign prepares to roll out, it stands as a testament to the enduring power of storytelling and community within the realms of both Coca-Cola and Star Wars. The collaboration not only aims to enhance fan engagement but also serves to strengthen the cultural bonds that unite diverse audiences across the globe.