Coca-Cola enters Star Wars galaxy with new AR campaign and collectible cans
Coca-Cola taps into AR and fan nostalgia for its biggest Disney crossover yet
Coca-Cola is bringing a bit of “real magic” to Star Wars fans with its latest global marketing push, “Coca-Cola x Star Wars: Refresh your galaxy.”
The campaign blends augmented reality (AR) experiences with limited-edition collectible packaging to celebrate long-standing fandom and brand synergy.
This article explores what the campaign includes, how it leverages AR for fan engagement, and why it matters for marketers seeking to connect culture, nostalgia, and tech in one shot.
Short on time?
Here’s a table of contents for quick access:
- What the campaign includes
- AR meets collectibles: How fans interact
- Why this campaign matters for marketers
Patrecia Meliana
What the campaign includes
The nearly three-minute campaign film drops viewers into a theater packed with Star Wars superfans sipping Coca-Cola—until a technical glitch throws the screening into disarray. One fan’s sip transports him into the galaxy far, far away, reigniting the film and the crowd's excitement. It’s nostalgic, immersive, and unmistakably branded.
This rollout marks another chapter in a 70-year partnership between Coca-Cola and Disney, which began with the opening of Disneyland in 1955. The campaign’s limited-edition packaging features 30 designs spotlighting characters from every generation of the franchise, from Darth Vader and Princess Leia to Grogu and Kylo Ren.
AR meets collectibles: How fans interact
The campaign isn’t just about what’s on the can—it’s about what happens when you scan it. QR codes on the packaging and associated ads unlock an AR experience that lets fans create personalized Star Wars-style hologram transmissions.
Think FaceTime, but with Jedi flair.
Character-specific cans and bottles are also being released exclusively at Disneyland Resort and Walt Disney World, adding a scarcity layer to the campaign’s collectible value. Distribution spans North America, Latin America, Europe, Japan, and the Asia South Pacific region starting in July.
Why this campaign matters for marketers
- Fan communities drive scale
Disney and Coca-Cola are tapping into multigenerational fandom. By merging nostalgia with modern tech, the campaign shows how brands can reactivate legacy audiences while drawing in new ones.
- AR as engagement, not gimmick
Instead of a throwaway effect, the AR hologram tool creates a shareable, customizable experience—an approach that increases emotional investment and social reach.
- Retail meets experience
By integrating physical collectibles with digital interactions, Coca-Cola is bridging point-of-sale with digital storytelling. This offers inspiration for marketers aiming to blend packaging and platform.
- Cultural alignment, not just licensing
This isn’t just a brand slap. From narrative to experience, Coca-Cola is co-creating moments that fit naturally within the Star Wars universe. For marketers, that’s the bar when working with pop culture IP.
While plenty of brands chase relevance with pop culture tie-ins, Coca-Cola’s Star Wars campaign shows what happens when execution matches ambition.
For marketers looking to use AR or nostalgia-driven campaigns, this is one worth studying—because it’s not just about spectacle, but about creating moments people want to relive and share.
