SHARE A COKE IS BACK WITH ISLAM ELDESSOUKY: WE INTERVIEWED COCA-COLA’S GLOBAL VP [FEATURE]
SHARE A COKE IS BACK WITH ISLAM ELDESSOUKY: The magic of finding your name on the iconic bottle returns! We spoke to Global Vice President Creative Strategy & Content at Coca-Cola, Islam ElDessouky, about the magic of the new campaign…
Swinging its door wide open, Mexico City greets you with bolts of colour, street vendors adorning fuschia pink threads, framed by the electric blue facades of the surrounding building, and softened by the lilac Jacaranda’s in their annual bloom. Full of warmth and charged with restless life, the atmosphere spoke loud and clear—a place where the past and present meet in constant motion. It is a city where, as Diego Rivera once said, one of Mexico’s most influential muralists, known for his depictions of everyday life once said, “The people are the most important thing; they are the artists.”
Viper was sent to cover Coca-Cola’s latest “Share a Coke” relaunch. Amidst the buzz of the event, a conversation with Islam El Dessouky, Coca-Cola’s Global Head of Creative Strategy & Content, revealed something deeper than mere branding. When asked about the heart of Coca-Cola’s messaging, El Dessouky explained, “It’s not just about a product. It’s about fostering connections in a world that feels increasingly disconnected.” His words underscored a broader vision: Coca-Cola’s power lies not in its beverage, but in its ability to evoke moments of shared joy, of unity in a global landscape defined by division.
The ‘Share a Coke’ campaign was first introduced in 2011 as the first of its kind to replace the brand’s logo with individual names. An expanded name list is available in stores, and personalised bottles can also be created digitally by scanning a QR code on the packaging. The campaign responds to a wider shift in how people, particularly Gen Z, want to connect. According to Coca-Cola, 72% of this group are seeking more authentic interactions. “I think the key is to really involve the humans with you in the discussion,” he explained. While online spaces offer convenience, the brand is placing emphasis on real-life moments and shared experiences. A new online tool, the Share a Coke Memory Maker, also lets users create personalised memes and videos with their own content.
As VIPER arrives at the launch event, a crowd is already gathering, drawn in by the unmistakable red branding that fills the space. It feels a little like stepping inside a giant Coke can. El-Dessouky takes to the stage to open the evening, speaking with clarity and conviction about the campaign’s aim: to create a space that brings people together. “We thought about how this generation, despite the fact that it has so many choices to connect, there is a sense they don’t truly feel connected, which is a very interesting dichotomy that exists.” He adds, “we realised when we did the Share a Coke campaign in the past, it was a reminder for people that simple things can push us to connect.”
El Dessouky’s reflections turned personal, noting, “In a world constantly moving at full speed, we forget how to stop and truly see each other. What we’re trying to do is invite people to pause, to share a moment with someone they care about.” This resonated deeply in a city like Mexico City, where human connection pulses in every corner. The relaunch of the “Share a Coke” campaign thus took on new significance—not just an advertising effort, but a timely reminder of how the smallest of moments can spark connection and understanding. A conversation with El Dessouky highlighted a shift in thinking—where brands reclaim the power to bring people together.
First of all, how are you doing?
I’m doing great. I think the energy is spectacular inside. I almost thought that we’re not going to be able to tell people to get off the stage.
Someone said to me it’s like being inside a giant Coke can.
I love that.
I think the first thing that came to mind as you were speaking is this word “connection.” It’s a very important thing right now. Sometimes we need to remind ourselves of our family, crew, or community—whatever you want to call it—to move forward in this world, to move with confidence. I think it’s something that, in a world that is supposed to be more connected than ever, many of us can feel very disconnected—through our technology, through our phones. I think the first question I wanted to ask you is: How are you creating this real-life connection through the brand and the story that you’re telling here?
It’s a fantastic question. I think your observation is actually what started all of this. We thought about how this generation, despite the fact that it has so many choices to connect, there is a sense they don’t truly feel connected, which is a very interesting dichotomy that exists. We realised when we did the Share a Coke campaign in the past, it was a reminder for people that simple things can push us to connect. Not only the names this time, but even the concept of a third space—that’s also in decline, which is bizarre. You would think with all the options that exist, connection is not happening as much as we want it to. It has such a strong power when you see a name on the can—whether it’s yours, because it gives you an ego boost, or because you made it to the can, or someone you like. So if the name of, I don’t know, like ‘Alex’, I’m might think,’ah, I can’t wait to see the person and give them the can.’ So that creates a connection. We’re essentially trying to give reasons for people to connect, and then the magic happens
We’re so caught up in our own little bubbles now.
100%. And we’re so caught up in our phones. We forget to check in with our family and friends.
And the people beyond as well. I think in London, this is something I think about a lot. There’s not as much neighbourliness anymore. We’ve lost a bit of that community spirit.
We’re all in our own worlds, heads down.
That is so true. Trying to survive, and I think actually part of human survival is making sure you have people around you asking for help. There’s an anecdote you shared in your speech earlier as well about the nurse who shared a Coke with you. That’s beautiful. And it’s amazing how this made her feel a sense of safety and connection with you.
Absolutely, because she came with such great energy, and she was lovely and smiley. I hate it when they tell me I need to do blood tests. It just feels very inhuman. But this lady came and she was smiling. She says “I’m going to try the left arm.” I’m like, heads up, lady. You can try it but I won’t like it – she was so nice and calm. So I told her, “I’m going to get you a bottle with your name on it,” it’s like her eyes were shiny. She’s like, she can’t wait. And I did some extra touches. I added some stars, this and that. And I made different fonts because we had the machine in the office. I got her a six-pack with “Angela” written all over. So she was super happy. It’s a small gesture which cost nothing really. Absolutely nothing. It’s the symbolism behind it. What you just said about human survival is very interesting. It’s like you were sitting with us in the meeting rooms when we were coming up with the idea.
It’s something I think about a lot. Human survival is to have people around you.
For sure. And make sure you keep those connections with people around you.
So I’d love to ask how you, as a strategist, a creative strategist, make sure that it’s felt as a story of connection rather than a strategy?
I think the key is to really involve the humans with you in the discussion. Because to your point, yes, we’re quite good at making slides and strategies and documents that sound very intellectual and sophisticated. That’s part of the job. But at the end of the day, what creates the magic is when you share it with others. No pun intended, but when you open it up to the Gen Z that you want to target, and they come and give you ideas on how they would think this would work—like Memory Maker––this was not our idea. This came by co-creating with the Gen Z creators, with the youngsters. So the more open-minded you are in listening to the people, you get something human centric. Of course, it has to start with a strategy, so that you get the mobilisation internally and people understand the ambition. But then when it goes to consumers, when it goes to people, you should try to make it the language that people talk, not the language that the strategists bring to a meeting.
You follow the rules to break them, right?
It will keep on expanding. Like we’re going to launch this, and then people are going to play with it, and we don’t know how it’s going to go. But let’s see.
And you also mentioned your kids in your speech.
I learn from my kids all the time. They teach me things all the time. There’s perspective. Whether the elder who is teaching kindness, or the younger one, who is very hard to please. My youngest raps with Alexa? They’re learning the technology better than us. He’s the one who uses AI too, and suddenly started writing like a fifth grader. He’s super fast. And there’s no point refusing this. Why should we? We could spend our lives rejecting it. It’s how the world is moving. This is technology. The light we have here is technology. Everything is technology. We should embrace it and use it to the best. There’s a reason we created it as humans as well.
And you mentioned third spaces? I think you talked about McDonalds being like a third space to you as a kid…
It’s something I’m very excited to hear you mention. And something personally I’m looking to include more in my world.
What to your children is a third space in this day and age?
Good question. So currently, I think the third space is, at least from my observation on Gen Alpha, because Gen Z is a different story. But currently, for example, I find other friends of theirs’ houses as a third space. They might hang out at a sleepover, play some video games. Some people get agitated that they play video games and whatnot, I think there’s a balance. Humanity is not built on banning things.
You mentioned that you learn from your children too. I wonder, how do you, apart from observing your children, how do you make sure you keep this fresh perspective in your brand strategy?
That’s a tough one. I think what’s really cool about the Coca-Cola company overall is that the company is obsessed with the learning agenda. We even had a question on the learnings. The campaign isn’t a new idea, but it’s improved. And if you think about humanity as well, learning is progress. That’s how we get better. That’s how we improve. So you just got to try. Some things will work. Some things won’t. And that’s okay. As long as the intent, to your earlier point, is there, and you have a learning agenda, you’re allowing yourself to keep striving to your best ability. It’s a legacy of Coca-Cola. It’s built on the shoulders of giants. It’s frightening, by the way, to work on such an icon.
Words by Sophia Hill
