By Napoleon Mugenzi
Kigali, August 2025 — Coca-Cola has revived its iconic “Share a Coke” campaign in Rwanda, nearly a decade after its debut in 2014. The initiative, which substitutes the brand’s logo with individual names on bottles, seeks to foster genuine human connections in an increasingly digital world.
The campaign’s relaunch was marked by a vibrant event on August 8 at Century Park in Kigali’s Nyarutarama district. The occasion drew celebrities such as Miss Rwanda 2020, Nishimwe Naomie, and featured performances by pop singer Alyn Sano, whose chart-topping collaborations helped set the tone for an evening celebrating friendship and conviviality.
The “Share a Coke” concept taps into a broader cultural impulse. Recent research by Kantar highlights that 72% of Generation Z crave authenticity and meaningful relationships in their interactions. Coca-Cola’s campaign is a response to this yearning, providing a tactile way for consumers to express affection and camaraderie.
Lieke Bouwhuis, Marketing Director at Bralirwa—the local bottling partner—underscored the campaign’s expansive reach: “Wherever you go — in supermarkets and other places — you will find ‘Share a Coke’ all across the country.” She called on Rwandans from all walks of life to engage with the initiative, framing it as a celebration of connection through shared moments.
The campaign also reflects Coca-Cola’s regional ambitions. Yayoro Karamoko, Senior Manager at Coca-Cola Africa, visiting Rwanda for the first time, described the initiative as “about joy, connection, and sharing.” He emphasized that while the campaign launches in Kigali, it will soon extend to other provinces, encouraging users to share their experiences both in person and on social media.
BRALIRWA’s CEO, Ethel Emma-Uche, expressed pride in partnering with Coca-Cola to offer Rwandans a “unique and meaningful experience.” Meanwhile, Coca-Cola’s Head of Marketing for West, South, and East Africa, Charli Azanfack Dongmo, noted the campaign’s resonance in an “era where digital communication can often feel impersonal.”
The “Share a Coke” campaign, first popularised globally in 2011, has proven an enduring model of personalised marketing. Its Rwandan iteration is no different: beyond branding, it offers a simple reminder that in a fast-paced, digitally mediated world, tangible gestures of friendship remain deeply valued.
With branded bottles personalised with consumers’ names, accompanied by merchandise and lively entertainment, Coca-Cola’s latest effort aims to turn everyday consumption into an occasion for joy and social bonding — a formula likely to resonate across the East African market.
For those in Rwanda, a bottle with your name on it may be the latest reason to reconnect — one sip at a time.
