Remember your first Star Wars screening? Midnight show, plastic lightsabers, the unmistakable hum of a fanbase showing up in full cosplay mode. That pure, geeky joy is exactly what Coca-Cola is tapping into with its new global campaign, “Refresh Your Galaxy.”
This isn’t just a slapped-on licensing deal. It’s Coca-Cola going all-in on fandom, with 27 limited-edition cans and bottles featuring Star Wars icons from Grogu to Queen Amidala. But the real power move? These cans aren’t just for sipping—they unlock an AR experience that lets fans record their own Star Wars-style holograms. Yes, actual holo-messages, à la Leia’s iconic “Help me, Obi-Wan” moment.
Developed by WPP Open X and Ogilvy, the campaign spans TV, digital, and in-store activations. The centerpiece is a two-minute hero film set at a Star Wars movie marathon, where a boy’s Coke bottle becomes a lightsaber and triggers a playful duel with his Darth Vader–costumed dad. It’s charming, cinematic, and instantly meme-able.
But what sets this campaign apart isn’t the cameos or cool packaging—it’s the way it turns fandom into participation. Select cans are only available at Disney parks or in Tokyo vending machines, making them feel like real-world Easter eggs. The AR feature isn’t just a gimmick; it’s a nod to the rituals that make fandom feel alive—sharing, creating, showing up.
