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 iconic billboard, which has been illuminating the night sky in Kings Cross since 1974, has become one of Sydney’s most beloved landmarks and serves as a symbol of connection and celebration for both locals and tourists alike.
For five decades, the Coca-Cola sign has not only been a meeting point but also a beacon for many who share fond memories of gathering there with friends and loved ones. Thousands of people pass by the billboard every day, and Coca-Cola is proud to share this milestone with those who have a personal connection to the sign.
Kate Miller, Marketing Director at Coca-Cola Australia, expressed the company’s pride in celebrating this incredible history: “From first dates to epic nights out, the sign has truly become a cornerstone for many meaningful connections,” she said. She also extended gratitude to the people of Kings Cross and Sydney for embracing the sign as a symbol of community, wishing for another 50 years of bright memories.
As part of the celebrations, Coca-Cola has added a QR code to the updated billboard, allowing passers-by to share their personal stories of meeting friends and loved ones at the Coke sign. These stories can also be shared online via the Coca-Cola website.
Since its installation in 1974, the Coca-Cola Kings Cross sign has become a central part of Sydney’s cultural identity, marking the city’s vibrant energy. Coca-Cola’s long-standing commitment to local communities, the arts, and culture is evident in its enduring presence. The sign has been more than just a billboard—it has played a key role in promoting various causes, including Mardi Gras celebrations, advocating for marriage equality, supporting Australia’s Matildas in the FIFA Women’s World Cup, and raising over $100,000 for local community initiatives. It also serves as an early landmark for the City to Surf run, another well-loved Sydney tradition.
For people like Michael from Port Macquarie, the sign holds deep personal significance. After moving to Kings Cross in 2007, it became a symbol of love and belonging for him as a young gay man. “Meet me at the Coke sign” became a phrase that represented connection and community, and it was there that he met his future partner, Björn. Although Björn passed away in 2016, the sign remains a powerful reminder of their love story and continues to hold a special place in Michael’s heart.
Through this 50th-anniversary celebration, Coca-Cola’s Kings Cross sign proves its status as a lasting icon, uniting generations of people and creating unforgettable moments. It’s more than just advertising; it’s a symbol of connection, belonging, and community that will continue to light up Sydney for many more years.
