The iconic “Share a Coke” campaign makes a big comeback in Belgium, and it doesn’t go unnoticed. Since late April, Coca‑Cola has been rolling out a large-scale OOH campaign across the country, orchestrated by Bauer Media Outdoor Belgium and its creative unit Urban Media. The campaign cleverly combines visual impact, local relevance, and on-the-ground experience.

A large-scale OOH presence across the country

The campaign is active nationwide with a special focus on Brussels, Antwerp, Ghent, Liège, Leuven… thanks to a powerful combination of OOH formats that cover all mobility moments. Classic street and station posters, digital screens, immersive takeovers, a spectacular mega banner, and fully branded street furniture make up a media plan that has captured public attention and generated strong visibility in public spaces for the past few months.

The standout experience: a free can within arm’s reach

The highlight of the campaign? A unique experiential activation inviting people to grab a free 33cl can of Coca‑Cola via:

• a vending machine built directly into a branded bus shelter,
• or an immersive Boobox placed in a train station.

Local twist: each can features a nickname or typical expression from the city where it’s distributed — a fun and heartfelt way to reinforce the brand’s local roots. After Antwerp-Central, the activation is currently live in Ghent-Saint-Peter’s and Montgomery (Brussels), and will soon head to Liège-Guillemins.

A campaign that celebrates human connection

By replacing its iconic logo with first names, “Share a Coke” embodies sharing, friendship, and closeness. With its smart mix of OOH formats and in-person experiences, Coca‑Cola turns every encounter with the brand into a moment of genuine connection.

“With ‘Share a Coke,’ we’ve created a campaign that celebrates the brand’s iconic status while placing the consumer experience at the heart of our approach — with a deeply local focus that connects every city and region in Belgium to Coca-Cola,” concludes Naomi Osorio Galan, Senior Manager Media Operations BELUX at The Coca-Cola Company.

The campaign is the result of a collaboration between Coca-Cola, GroupM, EssenceMediaCom, Urban Media, and Bauer Media Outdoor.

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