The Coca-Cola Co. is releasing a variant of its flagship beverage on TikTok this month that can only be purchased on the social media platform.
Coca-Cola Happy Tears Zero Sugar will be available to buy on TikTok in the US and UK from 17 February. The packing has been described as a boxed “hype kit”.
Happy Tears will be launched alongside a Coca-Cola TikTok ‘effect’ – similar to a filter – to encourage drinkers to post videos of the product.
Oana Vlad, global senior brand director of Coca-Cola Zero Sugar and Coke Creations, said: “We’ve tried Tik Tok challenges and plenty of other avenues – but this year, we’re giving our protagonists the voice.
“We’re seeing that on average, Coke Creations engages young consumers twice as much as other Coke Trademark initiatives. Almost 75% of those consumers are new to the Coke portfolio so we’re truly influencing the next generation.”
Coca-Cola Creations was launched in 2022 as a part of the CSD giant’s ‘The Real Magic’ marketing platform.
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The TikTok release coincided with this week’s launch of Coca‑Cola Spiced flavour, which was the soft-drinks giant’s first permanent new flavour in over three years.
Coke Spiced will be available from 19 February in the US and Canada, in 500ml and 355ml 12-packs and 22ml six-packs. In the US, it will also launch in Coca-Cola’s “sleek” cans and mini cans.
Coca-Cola North America marketing chief Shakir Moin said the company was looking to develop products faster and more often.
“Internally, we’re disrupting the way we’re working to be faster than what the market expects of us, so we’re looking to do more of that in the future.”
Last year, the group launched Coca‑Cola Y3000 under its Creations arm, a drink it claimed was co-created with artificial intelligence.
Coca‑Cola said Y3000 was created using insights taken out of data gathered from people who had interacted with the company’s media applications. The visual branding for Y3000 was also partly created using AI.