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’ e moji – 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.
