Coca-Cola and Disney are tapping the fandom of a galaxy far, far away in a multifaceted campaign for the beverage maker’s latest set of collectible cans.

“Coca‑Cola x Star Wars: Refresh Your Galaxy” is an extension of the beverage brand’s 70-year relationship with Disney that goes back to the opening of the Disneyland Resort in Anaheim in 1955.

The creative content by WPP Open X and led by Ogilvy features a short film set among fans and familiar franchise faces attending a Star Wars marathon at a movie theatre.

Laura Cutsey, VP of marketing and partnerships for Coca-Cola Canada, says the project brings consumers together to celebrate the power of fandom and community.

“As you know, fanbases grow and evolve as time goes on, but there is always a deep appreciation for the classics, for the core of what a brand stands for,” Cutsey says.

As part of the campaign, Coca‑Cola is serving up LTO packs featuring characters such as Darth Vader, Yoda and Kylo Ren, along with an augmented-reality experience.

The launch isn’t connected to any coming Star Wars instalments but it’s the CPG’s most recent film-franchise collaboration since last year’s “Coca-Cola x Marvel: The Heroes” campaign.

Coca-Cola also ventured off world in 2022 with Coca-Cola Starlight, a beverage innovation billed as “tasting like space.” Cutsey says the product development helped the CPG reimagine its approach to collaboration, creativity and cultural connection.

Twenty-three LTO Star Wars cans and bottles have been launched in Canada and three additional designs will be available exclusively at Disneyland Resort and Walt Disney World Resort. The campaign is also launching in select markets in North America, Latin America, Europe, Japan and Asia South Pacific.

The AR portion can be accessed by scanning the products and street advertisements. Those who submit video can pick personalized character archetypes and create messages that will be turned into Star Wars-style holograms.

“It’s not just cool tech, it’s something people can share with friends and family that feels true to the fandom in a fun and uplifting kind of way,” Cutsey says.

The campaign is supported by creative content across TV, digital platforms and out-of-home activations.

WPP Open X, led by Ogilvy, also served as the digital agency for the campaign across Canada and the U.S. with support from Hogarth.

Publicis Groupe managed media in the two North American markets and PR was led by Weber Shandwick in Canada.

Salt XC led experiential executions in Canada.