As the weather warms, Coca-Cola is encouraging consumers to put down their phones and soak in real-life experiences with a simple message: “Enjoy the Moment with a Coca-Cola.” The brand’s new summer campaign, launched across TV, digital, streaming, and social media, taps into a growing cultural conversation around screen-time fatigue—especially among Gen Z, one of the most digitally connected generations.
The campaign centers around music, friendship, and real-world connection, themes that have long been core to Coca-Cola’s identity. It features rising South African artist Tyla, whose presence and sound bring a fresh and resonant energy to the initiative.
In the campaign’s debut commercial, “Road Trip,” viewers meet a college senior boxed in—literally and figuratively—as she prepares to move out. The click of a Coke bottle cap and the vibrant pulse of Tyla’s song “Bliss” instantly transport her from her isolated bedroom to the back seat of a convertible, where she’s joined by friends on an open desert highway. A surprise appearance by Tyla herself—smiling from a neighboring car—cements the spot’s message: real moments are better when shared.
A second spot, “Pool Party,” set to release in June, explores the same theme from another angle. A young woman floating on an inner tube gradually detaches from her distractions, immersing herself in the joy of the present and the people around her.
The campaign was developed by WPP Open X, led by Ogilvy, with media support from Publicis, following the agency’s recent win of Coca-Cola’s North America media and data business. The campaign also builds on the brand’s broader push to reconnect with younger audiences, coming shortly after the revival of the “Share a Coke” platform with Gen Z-targeted personalization features.
“We’re encouraging a new generation to slow down and truly enjoy the moment this summer,” said Sue Lynne Cha, Vice President of Marketing at Coca-Cola North America. “Something as simple as sharing a Coca-Cola can become unforgettable.”
Coca-Cola’s message is part of a larger advertising trend that addresses digital overstimulation. Brands like Heineken have launched similar efforts—its recent “Social off Socials” campaign imagines a world where online platforms stop functioning altogether, prompting users to rediscover human connection.
With “Enjoy the Moment with a Coca-Cola,” the brand isn’t just selling a drink—it’s offering a cultural reminder to be present, to notice the small joys, and to share them, offline.
