Coca-Cola is leaning hard into AR, cosplay and collective nostalgia with its “Refresh Your Galaxy” campaign, teaming up with Star Wars for a fandom-fueled activation that feels more Comic-Con than CPG. At the heart of the launch is a brand film starring fans decked out as Jedi and Sith who turn a screening interrupted by a broken movie projector into an epic lightsaber battle. Even the theater staff get in on the fun, rocking R2-D2 and C-3PO-inspired uniforms, pushing the whole experience into joyful brand fantasy territory.
Beyond the film, the campaign includes a tech-flavored twist: limited-edition cans and bottles featuring Star Wars characters and an AR experience that lets fans channel their inner Leia. By scanning a code, users can create their own holographic transmission in the classic “Help me, Obi-Wan Kenobi” style. There are 30 unique can designs—three exclusive to Disney parks and 27 for general release—making the scavenger hunt half the thrill. The AR layer adds a personalized, social-sharing hook that’s both nostalgic and next gen.
Coca-Cola partnered with WPP Open X, Ogilvy, EssenceMediacom and Hogarth. The agencies joined forces with Disney Corporate Alliances to bring it all to life. According to Coca-Cola’s global creative VP Islam ElDessouky, the campaign isn’t just nostalgia for nostalgia’s sake—it’s about honoring the community that makes big brands culturally sticky. A fizzy nod to fandom, shared storytelling, and a little bit of Jedi magic.
Read more at AdAge.