Coca-Cola to Launch a New Flavor Exclusive on TikTok

Coca-Cola to Launch a New Flavor Exclusive on TikTok

News by Roberto Orosa
Published: February 07, 2024

Coca-Cola is set to launch "Happy Tears Zero Sugar," a limited-edition beverage available solely through TikTok's emerging e-commerce platform, TikTok Shop.

The global soft drink company's foray into TikTok Shop marks a significant step, as it seeks to engage users directly within the app's ecosystem.

Happy Tears Zero Sugar, inspired by the purity of joyous tears, blends the familiar taste of cola with a dash of salty minerals, offering a unique sensory experience.

According to Oana Vlad, senior director for global strategy at Coca-Cola, the beverage embodies "the simplicity of happy tears — a small, clear droplet filled with optimism and joy that’s created from the smallest acts of kindness."

Happy Tears Zero Sugar will officially release on February 17, coinciding with "Random Acts of Kindness Day." The drink will be showcased in a specially curated "hype box" and will be priced at $9.99.

Source: The Coca-Cola Company

Each box includes two cans of the limited-edition soda, alongside a T-shirt and stickers featuring uplifting phrases like #HappyTears and “Drops of Joy.”

The exclusive nature of the product is emphasized by its limited inventory — only 15,500 cans will be available for purchase.

Coca-Cola's marketing strategy for Happy Tears Zero Sugar relies heavily on influencer partnerships, with 14 TikTok influencers slated to promote the product.

These influencers will not only drive attention to the launch but also encourage users to engage with a Happy Tears TikTok filter designed to inspire acts of kindness. As Vlad shares, "It’s all about spreading positivity."

The Happy Tears campaign, developed by Forpeople, Influential, Virtue and WPP Open X/Ogilvy PR, is part of Coca-Cola's Creations platform, which aims to stimulate conversation and engagement among young audiences.

Coca-Cola Spiced Set for February Launch

Happy Tears Zero Sugar's launch takes place just days before Coca-Cola unveils its new staple drink: Coca-Cola Spiced.

The beverage marks the first time in three years the company made a permanent addition to its product lineup. 

According to Forbes, Coca-Cola Spiced offers a subtle twist with a hint of raspberry, avoiding too much heat in its taste.

Source: The Coca-Cola Company

Coca-Cola's North American marketing chief, Shakir Moin, emphasized the company's response to evolving consumer tastes.

"If you go to the aisles, you’ll see the amount of spiciness has gone up because consumers’ taste palettes have evolved. We realized that could be an opportunity for us," Moin shared.

"Can we dial up something which is already part of our formula and bring in a taste profile that is interesting, unique, and brings in the next generation of consumers?" he added.

This initiative follows Coca-Cola's broader strategy to engage younger consumers with innovative flavors. The launch of Coca-Cola Creations in 2022 introduced eight limited-edition Coke flavors, featuring hints of coconut, strawberry and watermelon, among others.

Editing by Katherine 'Makkie' Maclang

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