Coca-Cola claims soda emoji 🥤with gamified ‘Emoji Coke’ campaign in Saudi Arabia

The iconic red-and-white soda emoji is getting a playful new owner in Coca-Cola’s latest campaign, ‘Emoji Coke.’ The brand is staking its claim on the emoji – depicting a white cup with a red stripe and straw – and transforming it into real-world meal combos, exclusive vouchers and a limited-edition collectible cup.

The campaign, available in Saudi Arabia through December, invites consumers to visit a gamified microsite (CokeURL.com/Emoji) to mix and match “Emoji Sodi” meal combinations featuring the “Emoji Coke” cup. Participants can unlock hundreds of redeemable vouchers with Coca-Cola’s food and entertainment partners and a shot at snagging the real-life Emoji Coke cup.

Developed in partnership with WPP’s Open X and Studio X and creatively led by VML, Emoji Coke taps into Gen Z’s appetite for unique experiences.

“This campaign secures Coca-Cola as the ultimate meal companion for Gen Z, using a language they speak fluently—emojis,” said Manuel Borde, global chief creative officer of commerce at VML.

The campaign’s centerpiece is a gamified experience that Coca-Cola Middle East’s Creative strategy director Santiago Cony Etchart described as “a fresh spin on emojis’ branding potential.”

He elaborated: “We’re taking ownership of the soda emoji by answering the long-awaited question: What’s in the cup? Through this gamified experience, we’re putting the answer—an Emoji Coke—directly into our consumers’ hands.”

The activation doesn’t just lean on digital nostalgia; it weaves Coca-Cola into Saudi Arabia’s evolving food and entertainment culture. Every element, from the vouchers to the limited-edition cups, underscores the brand’s role in enhancing “meal moments.”

This initiative builds on Coca-Cola’s Meals Platform, a global push to celebrate the connection between meals and ice-cold Coca-Cola. The Saudi campaign combines global storytelling with a distinctly local twist, creating an experience that feels as personal as it is playful.

Coca-Cola Middle East operates across 12 markets with an expansive portfolio of nearly 20 sparkling and still beverage brands. Beyond beverages, the company emphasizes sustainability and community impact, including water replenishment, recycling and women empowerment initiatives.

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