Coca-Cola Middle East taps into Gen Z’s foodie adventures by transforming the iconic soda emoji into a tangible reality. Through an innovative microsite and gamified experience, consumers unlock exclusive vouchers and discover why every meal deserves a Coca-Cola.
Emoji Coke
Turning emojis into real-world tasty offers with Coca-Cola in Saudi Arabia
Client
- The Coca-Cola Company
オフィス
- New York
- Saudi Arabia
- United Arab Emirates
Emojis have been a part of our digital language for over two decades. This activation marks a fresh spin on their use in branding by giving life to the iconic soda emoji and filling it with the world’s favorite beverage. We are not just taking ownership, but also transforming this digital symbol into a tangible reality and placing it directly in our consumers’ hands to enjoy alongside their favorite meal.
Santiago Cony Etchart
Creative Strategy Director of Coca-Cola Middle East
Instead of adding to the clutter of brands pushing the emoji language, we are creating a meaningful connection to the iconic soda emoji by answering the long-awaited question: What's in the cup? Through this gamified experience, we are letting Gen Z consumers know, in their language and on their channels, what’s been in their pockets for years - an Emoji Coke.
Manuel Borde
Global CCO Commerce at VML
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Press
It’s a Coke! Coca-Cola turns emojis into real-world tasty offers
Ad Age
Coca-Cola Turns Emojis Into Real-World Tasty OffersLittle Black Book
Coca-Cola claims soda emoji 🥤with gamified ‘Emoji Coke’ campaign in Saudi ArabiaThe Drum
Coca-Cola takes over the soda emoji and launches a limited edition of the packaging.ReasonWhy
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