Coca-Cola announces special edition ‘Share a Coke with the Firies’ cans alongside a range of initiatives

Coca-Cola is launching a limited-edition version of its ‘Share a Coke with’ cans, celebrating the Australian firefighters who have been working tirelessly throughout the bushfire crisis.

The ‘Share a Coke with the Firies’ cans were announced today alongside a range of donations to be made by The Coca-Cola Foundation, Coca-Cola Australia and Coca-Cola Amatil. The cans will not be available for sale,  but donated straight to firefighters, volunteer fire organisations and fire-affected communities.

The special edition cans will be donated directly to fire fighters and fire-affected communities

Coca-Cola’s donations began at the beginning of the bushfire crisis, with water and Powerade immediately being distributed to fire fighters and fire-affected communities via Foodbank Australia and the Australian Defence Force.

Today’s announcement saw the addition of sizeable donations from across the company. The Coca-Cola Foundation has pledged $1m to The Salvation Army’s disaster relief efforts. $250,000 has been donated to the the NSW Rural Fire Service, the Country Fire Authority Victoria, and the South Australian Country Fire Service Foundation by Coca-Cola Australia. Meanwhile, Coca-Cola Amatil is matching up to $375,000 of employee donations in the form of funds to registered charities, donated beverages and financial support for small business customers in bushfire-affected areas.

Coca-Cola Amatil will also be establishing a financial support package for its 2,118 small business customers that have been impacted by the fires. This could include direct financial support, extended credit terms or additional products.

Managing director of Coca-Cola Amatil Australia, Peter West, said: “Many of our small business customers are at the heart of devastated regional communities and some have lost everything.

“Others are without power and have lost both local and tourism income. This includes stores like the Mallacoota Bakery in East Gippsland, which is thankfully still standing but has no power and limited road access. It also includes Fuel East Lynne near Ulladulla, which was first surrounded by fire in early December and is still suffering from reduced customer trade.

“As a business, our customers are part of our family and we’re keen to help them out as the recovery effort continues. That’s why this package of business support is important alongside the assistance we’re providing to communities and first responders.

“We will also continue to donate bottled water and other beverages to where it is most needed,” West said.

Coca-Cola Australia President, Vamsi Mohan Thati, said the company remains committed to supporting bushfire-affected communities.

“We wanted to express our gratitude and heartfelt thanks to all the firies and volunteers on the frontlines of this national crisis. We are humbled by their courage and resilience as the bushfire tragedy continues to unfold here in Australia,” Thati said.

“We know it is far from over and we remain committed to doing our part for as long as it takes for local communities and our customers to make a full recovery.

“We are proud that The Coca-Cola Foundation has donated $1 million to The Salvation Army in Australia to provide immediate emergency assistance including meals, water and medical supplies to those who need it most.”

The ‘Share a Coke’ campaign first appeared in 2011. The campaign’s annual return to Australian shelves has seen it grow, going beyond the names to nicknames such as ‘Bogan’ and ‘Babe’.

The 2019 return of ‘Share a Coke’ saw the brand take an even more inclusive stance, including hundreds of first names and over 1,000 surnames from a variety of cultural backgrounds.

If you’d like to assist with bushfire recovery, relief and rescue efforts, please explore the options below: 


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.