Coca-Cola and Disney announced a new collaboration to unite fans across the galaxy. The Coca Cola x “Star Wars”: Refresh Your Galaxy campaign celebrates the uplifting power of fandom and community, it says.

This partnership builds on Coca-Cola’s 70-year relationship with Disney and spotlights the power of “Star Wars” fandom, bringing together the magic of Coca-Cola with the epic storytelling of Disney and “Star Wars.” It celebrates the connections that unite consumers, across galaxies, generations and fandoms through exclusive, limited-edition Coca-Cola pack designs that feature iconic “Star Wars” characters.

“For generations, Coca-Cola and Disney have shared a commitment to creating moments of joy and human connection,” said Islam ElDessouky, global vice president of creative strategy and content at Coca-Cola, in a statement. “This collaboration is about more than just bringing together two iconic brands — it’s about celebrating the power of ‘Star Wars’ fandom, shared passions and the strength of community when we lift each other up.”

Fans can collect 30 limited-edition designers and unlock an immersive augmented reality (AR) experience to share powerful messages of community and connection, it adds. The AR experience allows fans to share uplifting messages of community and connection in the style of a “Star Wars” hologram transmission. The multi-faceted campaign will engage “Star Wars” fans around the world, it notes, supported by creative content across TV, digital platforms and out-of-home activations.

“A cornerstone of Disney’s collaboration with Coca-Cola continues to be creating campaigns in honor of fans,” said Mindy Hamilton, senior vice president of global marketing partnerships at The Walt Disney Co., in a statement. “’Star Wars’ is a powerful cultural force around the world, with millions of fans across generations who carry these stories off the screen and into their lives. This custom campaign is for them and inspired by them.”

The collaboration kicks off with new creative content set in a movie theater, a culturally iconic location for “Star Wars” and Coca-Cola, it says. From discovering the hum of a lightsaber, to experiencing movie marathons, the cinema has long been a powerful place to capture the real magic of “Star Wars” and Coca-Cola, and will be at the center of the campaign.