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.
It's a Coke!
Turning emojis into real-world tasty offers with Coca-Cola in Saudi Arabia
客户
- TCCC
办公室
- 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
In an era dominated by Gen Z’s love for food experiences, Coca-Cola needed to position itself as the ultimate accompaniment for meal moments. The challenge was to connect with this tech-savvy audience using their digital language while cutting through the clutter of brands leveraging emojis.
Emojis have been part of our digital communication for over two decades. Coca-Cola sought to reimagine the soda emoji by giving it life, filling it with the world’s favorite beverage, and placing it directly in consumers’ hands alongside their meals.
The “Emoji Coke” activation launched on a custom microsite (CokeURL.com/Emoji) available exclusively in Saudi Arabia. Consumers used the limited-edition Emoji Coke cup along with food emojis to create meal combos paired with a refreshing Coca-Cola. This gamified experience unlocked hundreds of exclusive vouchers redeemable at participating Coca-Cola food and entertainment partners.
The Emoji Coke activation generated an impressive 630 million social impressions, securing the campaign's viral success and achieving the #1 spot in brand mentions. It delivered a remarkable 62% conversion rate, far exceeding the 40% industry benchmark, and drove a +5.2% volume growth for Coca-Cola’s business partners. The campaign successfully reinforced Coca-Cola’s position as the ultimate meal companion while creating meaningful connections with Gen Z consumers.
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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