Coca-Cola is expanding its partnership with Disney through a new campaign inspired by the “Star Wars” franchise. The initiative features ads, collectible bottles, and augmented reality (AR) activations.
The campaign includes a new advertisement titled “Refresh Your Galaxy,” which depicts fans in cosplay improvising after a screening disruption by reenacting iconic scenes from the series. Both ads and cans feature QR codes that provide access to an AR experience, allowing consumers to record and share holographic messages.
Starting this month, Coke will offer 27 limited-edition cans and bottles showcasing beloved characters from “Star Wars.” An additional three designs will be exclusive to Disneyland Resort and Walt Disney World Resort. The release coincides with increased summer travel and renewed interest in the franchise.
This campaign targets “Star Wars” enthusiasts by combining franchise references, collectible merchandise, and personalized AR elements. The collaboration taps into the resurgence of “Star Wars” in popular culture, fueled by series such as the acclaimed streaming show “Andor.”
In the “Refresh Your Galaxy” spot, fans dressed as characters attend a “Star Wars” marathon where the film abruptly pauses during a pivotal Obi-Wan Kenobi and Darth Vader duel. The interruption motivates attendees to recreate key scenes, enhancing community engagement. The campaign was created by WPP’s Open X agency in partnership with Disney and includes long-form and shorter versions of the ad.
The AR feature lets fans simulate the franchise’s signature hologram communications, adding a personalized layer to the experience. This aligns with Coca-Cola’s recent focus on interactive packaging and digital engagement, such as the spring revival of the “Share a Coke” campaign with QR-driven content.
The collectible bottles depict iconic characters like Yoda, Obi-Wan, Cassian Andor, and Luke Skywalker. The Disney resort exclusives feature The Mandalorian, Grogu (Baby Yoda), a First Order Stormtrooper, and Chewbacca.