In an effort to keep up with the kids while sticking to its longstanding “Happiness” mantra, Coca-Cola Puerto Rico has found a solution: registering URLs for every emoji that conveys happiness. Hence, we have smiling icons, that were created that direct you, the mobile user, to Coke’s Puerto Rican website.
Regarding the “Emoticoke” effort — which was created by EJE DDB — Coca-Cola brand manager Andrea Puig says:
“Coca-Cola seeks to create emotional connections in an innovative way, evolving according to what consumers adopt to relate to each other, so we saw the opportunity to adopt the popular ’emojis’ to promote the expression of happiness that sets us apart.”
Yes, even our soft drink overlords have embraced the era of mobile emotional expression. The future will be written in smiley faces.
Client: Coca-Cola Puerto Rico
Agency: EJE DDB
Chief Creative Officer: Enrique Renta
Creative Director: Santiago Cuesta
Associate Creative Director: Ricardo Uribe
Copywriters: Santiago Cuesta, Ricardo Uribe, Juan Romero, Nuria De La Banda
Art Director: Jesse Echevarria, Luis Figueroa
VP Managing Partner: Edgardo Manuel Rivera
Account Executive: Alexandra Ramírez
PR Account Executive: Jennifer González
Digital Director: Janette Robles
Digital Planning: José Ramón González, Anadys Félix
Programmer: Daniel Sáenz
Video: Alejandro Ussa