Northern Irish Gen Z ditch ‘treacle’ for ‘bro’ in Coca-Cola’s Share A Coke revival

The days of calling your loved ones “snookums” or “chick” are fading fast in Northern Ireland, as Generation Z embraces a fresh wave of modern nicknames, according to new research from Coca-Cola.

As the iconic Share A Coke campaign returns to shelves today, the findings reveal that young Northern Irish people are opting for terms like “mate”, “bro”, and “bestie” to reflect their friendships and personalities.

The research, conducted among under-30s in Northern Ireland, highlights a significant shift in how nicknames are used. Traditional pet names such as “treacle” (42%), “snookums” (41%), and “chick” (39%) are deemed outdated, with “sugar” (37%), “muffin” (36%), and “darling” (35%) also falling out of favour.

Instead, three-quarters (74%) of respondents agree that nickname styles have evolved, and 62% believe older terms no longer resonate with today’s youth.

In their place, Gen Z are adopting a new lexicon of affection. The most popular modern nicknames include “mate” (49%), “bro” (41%), and “bestie” (28%), alongside “baby” (18%), “fam” (17%), and “soulmate” (16%).

These terms will feature prominently on Coca-Cola’s Share A Coke personalised cans and bottles, which hit stores across Northern Ireland from today, Thursday 1 May 2025, alongside over 150 popular first names.

Nicknames: A Cornerstone of Gen Z Friendships

Beyond romantic relationships, nicknames are a vital part of Gen Z’s social fabric. The research reveals that 44% of young Northern Irish people feel nicknames demonstrate how well their friends know them, while 34% say being called by a nickname brings happiness.

A quarter (25%) associate nicknames with laughter, and 26% feel they cement their place within their friendship group.

On average, Northern Irish Gen Z have two nicknames, with 33% preferring these over their real names. The origins of these nicknames are diverse: 44% stem from terms of affection, 32% from inside jokes, 16% from personality traits, and 11% from surnames. Other sources include character traits (13%), school memories (8%), or gaming interests (6%).

Coca-Cola Gen Z correspondent Jane Cowan reflected on the findings:

“It can often feel like technology is taking over our lives and distracting us from what matters most to us. For Gen Z, connecting with our friends in real life is so important. Over 40% of us feel that using nicknames for our friends shows that we know them well. My friends call me bro instead of Jane, and that says a lot about the closeness of our friendship.”

However, not all nickname usage is met with enthusiasm. While 92% of respondents view nicknames as a way to show affection, 65% admit to cringing when overhearing romantic nicknames used by others.

Interestingly, nicknames are no longer confined to private settings—13% have been called by their nickname in front of their boss, and 27% in front of colleagues.

Share A Coke: Personalisation at Its Core

Coca-Cola’s Share A Coke campaign, first launched in 2013, is back to celebrate these evolving trends in personalisation. The 2025 iteration offers cans and bottles featuring popular names and nicknames, with the option for consumers to create bespoke digital Coca-Cola packs by scanning a QR code in-store or on packaging.

This allows Northern Irish consumers to craft unique cans with any name, nickname, or term of affection, fostering deeper connections with friends, family, and loved ones.

Gavin Gillespie, Marketing Director of Coca-Cola Ireland, said:

“‘Share a Coke’ is about celebrating the magic of human connections, one personalised Coca-Cola pack at a time. Returning after its initial popularity in 2013, we’re excited to be able to give consumers more ways to connect over a Coca-Cola. Given the nation’s fondness for nicknames, Northern Irish people have the chance to personalise a can with a surname, term of affection or nickname of choice, meaning people can create something totally unique to them.”

Beyond Nicknames: How Gen Z Show Affection

Nicknames are just one way Northern Irish Gen Z nurture their friendships. The research found that 55% prioritise spending quality time together, 44% value daily words of affirmation, and 43% share funny memes to stay connected. Buying gifts is also significant, with 34% citing it as a key way to support friends.

To mark the campaign’s return, Coca-Cola is rolling out a nationwide series of sampling and personalisation stations across Northern Ireland throughout the summer. Consumers are encouraged to follow Coca-Cola (@cocacolagbi) on social media for updates on exclusive experiences and pop-up events, using the hashtags #ShareACoke, #CocaCola, and #RealMagic to share their stories.

A Summer of Connection

As Share A Coke makes its comeback, it taps into the heart of what makes Gen Z friendships unique: authenticity, humour, and personalisation. Whether it’s a can labelled “bestie” or a custom creation for a loved one, Coca-Cola is inviting Northern Irish consumers to celebrate the people who matter most.

So, who will you share a Coke with this summer?

For more information on the Share A Coke campaign, visit Coca-Cola’s official website or follow @cocacolagbi on social media.