Coca-Cola and Disney are celebrating their 70-year partnership with a global Star Wars campaign that goes far beyond a standard brand tie-in. Officially launching in early July, the “Refresh Your Galaxy” campaign features 30 limited-edition Coke cans and bottles. Each one showcases a different Star Wars character, including heroes, villains, and everything in between. While 27 designs will be available worldwide, three exclusive versions featuring Chewbacca, The Mandalorian with Grogu, and a First Order stormtrooper will only be sold at Disneyland Resort, Walt Disney World, and Tokyo Disney Resort.

“For generations, Coca-Cola and Disney have shared a commitment to creating moments of joy and human connection,” says Islam ElDessouky, Coca-Cola’s global vice president of creative strategy and content.

Augmented Reality Brings the Galaxy to Life

The campaign goes beyond packaging with an augmented reality experience that lets fans scan select cans or ads to unlock personalized hologram messages in classic Star Wars style. The glowing blue visuals pay tribute to the franchise’s iconic aesthetic. Instead of simply watching an ad or redeeming a discount, fans can take an active role in the story.

It’s a clever approach. Rather than focusing on selling the product, the campaign invites people to step inside the universe. “Star Wars is a powerful cultural force around the world. This custom campaign is for them and inspired by them,” says Mindy Hamilton, Disney’s senior vice president of global marketing partnerships.

It truly feels that way. The campaign seems built with fans in mind, shaped by a question only real fans would ask: What would someone who loves Star Wars actually want to do with this?

Collectibles, The Force, and a Bit of Nostalgia

The launch commercial is set in a movie theater, a place that already holds deep meaning for Star Wars fans. When the projector breaks mid-film, the audience raises their Coke bottles, which transform into lightsabers. It is over-the-top, fun, and captures that moment every fan knows, when anything cylindrical becomes an instant lightsaber.

For collectors, the three park-exclusive bottles could be hard to resist. If you ever lost your old Kenner action figures in a garage sale or spent hours debating online whether Han shot first (he did), these designs might feel like a must-have. Since they are only available in Disney parks, the thrill of the chase is real.

More Than a Tie-In, It’s a True Fan Experience

Brand crossovers are nothing new. Some are fun and others miss the mark. This one stands out by feeling like it was made for the fans, not just for promotion. It is interactive, collectible, and clearly crafted with care.

That is what makes it work. For longtime fans, there is something satisfying about seeing brands they grew up with still understanding what makes fandom special. It is not just about the blockbuster moments. It is also about the inside jokes, the missing toys, the arguments in group chats, and yes, the excitement of seeing your favorite character on a can of Coke.