Coca Cola Happy Tears
As the Creative Lead at TikTok, I consulted with the Coca Cola Client on an innovative way to hack TikTok’s new e-commerce platform TikTok Shop.
The brand challenged my team with the task of “hacking” the iconic Coca‑Cola brand by teasing out a limited-edition flavor. What we created was a way for Coca-Cola to become the first food and beverage brand to do an exclusive product launch on TikTok Shop.
In February, Coca-Cola launched Happy Tears, a limited-time beverage, as part of its Creations collection, exclusively available on TikTok Shop.
In celebration of Random Acts of Kindness Day, TikTok users were able to purchase special 'hype kits' on TikTok Shop, which contain a pair of Coca-Cola® Happy Tears Zero Sugar cans, an assortment of kindness-themed accessories like t-shirts, stickers, and tissues.
The Result
Fans flooded the platform to get their hands on the LTO flavor, selling out all 5.5K Hype Kits within 19 hours of the launch of the shop.
Fans were also encouraged to share thir won ‘drops of joy; with a custom branded effect that prompts them to share a random act of kindness, deepening engagement with The Coca Cola brand.