Coca-Cola has unveiled its latest campaign in Saudi Arabia, Emoji Coke, designed to resonate with Gen Z by reimagining the soda cup emoji. The campaign takes inspiration from the question, “What’s actually inside the red and white soda cup emoji?” and positions Coca-Cola as the answer.
At the heart of the activation is a custom microsite (CokeURL.com/Emoji), available exclusively in Saudi Arabia. Participants could combine the soda cup emoji with food emojis to create virtual meal combos. In return, they unlocked exclusive vouchers redeemable at Coca-Cola’s food and entertainment partners and had the chance to claim a limited-edition “Emoji Coke” cup featuring Coca-Cola branding.
The campaign aligns with Coca-Cola’s global Meals Platform, which focuses on enhancing meal-time experiences by pairing them with an ice-cold Coke. By leveraging emojis—a key part of Gen Z’s digital language—the brand sought to create a playful, interactive experience that connects the digital and physical worlds.
“Emojis have been a part of our digital language for over two decades. This activation adds a fresh spin by giving life to the soda emoji and filling it with the world’s favourite beverage. It transforms a digital symbol into something our consumers can physically enjoy alongside their favourite meal,” said Santiago Cony Etchart, Creative Strategy Director of Coca-Cola Middle East.
Manuel Borde, Global Chief Creative Officer for Commerce at VML, said, “We’re not just creating an emoji-based campaign; we’re answering a long-standing question for Gen Z consumers. Through this gamified experience, we’re speaking their language and showing them what’s been in their pockets for years—an Emoji Coke.”
By integrating gamification, exclusive rewards, and tangible elements, the Emoji Coke activation bridges digital culture and physical consumption. It positions Coca-Cola as more than a beverage, in an effort to embed it within the cultural and culinary habits of Saudi Arabia’s Gen Z.
