The iconic emoji red and white of the soft drink has a new owner in the latest Coca-Cola campaign in Saudi Arabia, titled “Emoji Coke”. Thus, the white cup with a red stripe and a straw that is used in digital communication now reaches the real world in the form of a limited edition collectible cup.

Developed in partnership with WPP’s OpenX and StudioX and creatively led by VML, “Emoji Coke” taps into the appetite of Generation Z for unique experiences.
“This campaign consolidates Coca-Cola as the ideal gastronomic companion for Generation Z, using a language that they speak fluently: emojis”says Manuel Bordé, Global Creative Director of Commerce at VML.

On a dedicated microsite – available only in Saudi Arabia – users can combine the soda emoji along with other food emojis to create menu combinations with a Coca-Cola and unlock coupons redeemable at Coca-Cola’s food and entertainment partners. Cola, in addition to taking over the “Emoji Coke” glass Limited edition in real format.

“Emojis have been part of our digital language for more than two decades. This activation marks a new twist in usage by bringing the iconic soda emoji to life and filling it with Coca-Cola. “We not only take ownership of it, but we also transform this digital symbol into a tangible reality and put it directly in the hands of our consumers.”says Santiago Cony Etchart, Director of Creative Strategy for Coca-Cola in the Middle East.