Coca-Cola is gearing up to launch “Happy Tears Zero Sugar,” a limited-edition drink exclusively available via TikTok‘s burgeoning e-commerce hub, TikTok Shop.
The global soft drink company’s venture into TikTok Shop represents a notable stride, aiming to directly engage users within the app’s ecosystem.
Happy Tears Zero Sugar, drawing inspiration from the purity of tears of joy, combines the familiar cola flavor with a hint of salty minerals, providing a distinctive sensory journey.
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.
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Contained within each box are two cans of the limited-edition soda, accompanied by a T-shirt and stickers adorned with uplifting phrases such as #HappyTears and “Drops of Joy.”
The exclusivity of the product is underscored by its limited inventory, with only 15,500 cans available for purchase.
Coca-Cola’s marketing approach for Happy Tears Zero Sugar heavily relies on partnerships with influencers, with plans for 14 TikTok influencers to endorse the product.
These influencers will not only attract attention to the release but also motivate users to interact with a Happy Tears TikTok filter crafted to ignite acts of kindness. As Vlad emphasizes, “It’s all about spreading positivity.”
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The Happy Tears campaign, crafted by Forpeople, Influential, Virtue, and WPP Open X/Ogilvy PR, is integrated into Coca-Cola’s Creations platform, designed to spark dialogue and interaction among young audiences.
Interestingly, the launch of Happy Tears Zero Sugar takes place just days before Coca-Cola introduces its latest flagship beverage: Coca-Cola Spiced.
The beverage marks the first permanent addition to the company’s product lineup in three years.
As per Forbes, Coca-Cola Spiced presents a subtle twist with a hint of raspberry, steering clear of an overwhelming heat in its flavor profile.
Shakir Moin, Coca-Cola’s marketing chief for North America, highlighted the company’s adaptation to changing consumer preferences.
“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 aligns with Coca-Cola’s overarching strategy to captivate younger consumers through inventive flavors. In 2022, the introduction of Coca-Cola Creations unveiled eight limited-edition Coke variants, showcasing notes of coconut, strawberry, watermelon, and more.
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