In an era where Gen Z is all about the next foodie adventure, Coca-Cola Middle East is riding that wave as part of its Meals Platform – a global platform designed to celebrate the moment of connection, the meal and an ice-cold Coca Cola.
The brand is tapping into the decision-making process and nudging consumers to opt for a Coke, by speaking their language - through emojis.
The ‘Emoji Coke’ activation is Coca-Cola's latest move to shake up engagement with consumers in Saudi Arabia, by playfully claiming the ‘soda’ emoji - a white cup with a red stripe and a red straw - as its own.
On a custom microsite – only available in Saudi Arabia, by using the “Emoji Coke” cup along with food emojis to create a meal with a refreshing Coke, consumers can unlock hundreds of exclusive vouchers redeemable at participating Coca-Cola food and entertainment partners. And there’s the chance for everyone to get their hands on the limited edition real-life “Emoji Coke” Cup.
Launched in collaboration with WPP’s Open X and Studio X, with creative development led by VML, the campaign is aimed to secure Coca-Cola as the ultimate accompaniment for Gen Z's meal moments.
“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," said Santiago Cony Etchart, the 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," said Manuel Borde, Global CCO Commerce at VML.
Coca-Cola invites everyone in Saudi to join in the fun, try out the meal combos, and discover why every meal truly deserves a Coca-Cola.
