The other day I came across an article: Coca-Cola is bringing back their Share A Coke campaign. Again.

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You know the one, the bottles with names on them that you’d dig through the fridge for, hoping to find yours (or your crush’s)? That one.

It’s not a new idea. It’s not even pretending to be new.

And yet… it hits. Again.

That got me thinking: why do brands like Coke get away with recycling old ideas (and still feel fresh, relevant, and brilliant) while so many small brands feel like they need to reinvent themselves every six months just to stay visible?

Let’s talk about it.

Same Message, Better Delivery

When Coca-Cola brought back Share A Coke, they didn’t force a new idea into the spotlight. They returned to something that had already worked, then gave it new context.

This time, they’ve added things like:

• A QR code on cans so you can customize your own virtual Coke bottle
• A meme generator (yes, really)
• A photo-ready “Share A Coke” truck touring around the U.S.
• And a digital rewards hub inside the Coca-Cola app

What I love about this isn’t the design or the tech (though those are fun). It’s that Coca-Cola didn’t toss out an old idea and try to start from scratch.

They just reimagined what already worked.

Fine-Tune What Already Works

There’s a difference between a full pivot and a tune-up. Most of the time, your brand only needs the latter.

Start with whatever resonated before, then make subtle, thoughtful tweaks:

Notice what’s not on that list: “Trash everything and start over.”

Your audience isn’t keeping a checklist of everything you’ve done. They’re just asking: Does this still feel relevant to me right now?

If the answer is yes, then you’re not repeating yourself and be lazy. You’re reinforcing what works.

What This Means for Your Brand

If a global brand like Coca-Cola can bring back an old idea and make it work again, maybe it’s time to stop putting so much pressure on yourself to reinvent the wheel.

Look back at what’s already worked for your brand. An Instagram post that got people talking, a tagline that stuck, a product that used to sell fast.

Then ask yourself:

• Could this be reframed or redesigned for today’s version of your customer?
• Can it be brought back in a new format, like a short video, a carousel, or a live experience?
• Can you simplify the message, update the visuals, and give it new relevance?

This is what strong brands do. Not because they’re out of ideas, but because they know how to use the right one more than once.

And here’s the part most people skip:

Build a habit of archiving what works.

Keep your assets, copy, and performance data organized, so you can reach for proven material when you need it, instead of scrambling for something new under pressure.

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