Coca-Cola Australia’s Kings Cross billboard is celebrating its 50th anniversary with a special makeover and a collection of “Meet me at the Coke sign” moments.
The landmark has been a meeting place in Sydney for 50 years, illuminating the night sky in Kings Cross and serving as a beacon for both locals and tourists. With thousands of people passing by Sydney’s Kings Cross billboard every day, Coca-Cola is proudly sharing the milestone with those who also hold a connection to the sign.
Kate Miller, marketing director at Coca‑Cola Australia, said: “We’re so proud to celebrate five decades of incredible history of our iconic Kings Cross billboard. From first dates to epic nights out, it has truly become the cornerstone of many incredible stories of meaningful connection.
“Coca-Cola extends its gratitude to the people of Kings Cross and the city of Sydney for embracing the sign as a symbol of community and celebration. Here’s to 50 more years of bright memories, and may the sign continue to be an iconic meeting point in Sydney,” she said.
To celebrate the stories of Aussies who have had memorable “Meet me at the Coke sign” moments over the years, Coca-Cola has placed a QR code on the newly updated billboard to allow passers-by to share their personal stories of meeting friends and loved ones at the sign.
Celebrating an icon
The sign has become one of Sydney’s most recognisable landmarks and a symbol of the city’s vibrant energy since it was installed in 1974. The Coca-Cola sign’s enduring presence also highlights the brand’s long-standing commitment to Sydney and Australia, with Coca-Cola being a proud supporter of local communities, the arts and culture, creating unforgettable experiences for generations.
From lighting up Mardi Gras, advocating for marriage equality, cheering on our Matilda’s in the FIFA Women’s World Cup, raising over $100k for the local community and an early signpost for the annual City to Surf run, the King Cross Coca-Cola sign has rightfully earned icon status and will continue to light up the city for years to come.
Created in partnership WPP Open X, Ogilvy Australia, Ogilvy PR, Designworks, Hogarth
From Port Macquarie to Kings Cross: A love story illuminated by the coke sign
For 50 years, the iconic Coca-Cola sign in Sydney’s Kings Cross has been more than just advertising; for some, like Michael, it’s a lifelong symbol of love and belonging. Growing up in Port Macquarie, the sign was a distant glimmer, but after he moved to Kings Cross in 2007, it became a beacon for a young gay man in his 20’s navigating life in the city’s vibrant heart.
“Meet me at the Coke sign” became his and many others’ shorthand for connection and community. It was there, under its warm glow, that he arranged to meet his future partner, Björn. Their love story unfolded against the backdrop of the Cross, with the Coke sign as their personal landmark. Though Björn’s passing in 2016 cast a shadow, the sign now serves as a poignant reminder of their love. As the sign marks its 50th anniversary, Michael’s story illuminates its enduring power as a symbol of hope and connection in a diverse and ever-evolving Kings.