Coca-Cola's new 'TikTok' branding couldn't be more Gen Z if it tried

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There's a good statement betwixt cool and "How do you do, chap kids?" – and brands often locomotion that tightrope successful their attempts to entreaty to Gen Z. From weird aesthetics to Y2K tech, we've been many times told complete nan past mates of years that nan TikTok procreation is into retro, gaudy design. Enter Coca-Cola's caller 'TikTok exclusive' flavour.

The marque has released each sorts of weird and awesome flavours nether its 'Creations' umbrella, giving america nan 'taste' of everything from pixels to AI. The latest is 'Happy Tears', being sold exclusively done TikTok. Putting speech nan applicable irritations of shopping connected TikTok, nan position of nan full point someway manages to look very overmuch for illustration it was conceived successful a boardroom.

Coca-Cola Happy Tears

(Image credit: Coca-Cola)

From nan aphoristic 'stickers' to nan oversized lowecase matter – via nan kindness themed "hype box", nan full point is truthful TikTok it hurts. Said container contains 2 cans of Happy Tears, matter stickers, a collectible t-shirt, and tissues. As for nan taste, Delish describes it arsenic "slightly floral, vaguely fruity, and wholly unique." Which sounds benignant of nice?

@cocacola ♬ original sound - Coca-Cola

But it seems not everyone is hating connected nan caller trading stunt. Over connected LinkedIn, societal media master Nathan Jun Poekert is impressed, highlighting successful peculiar nan prime to connection nan merchandise exclusively done TikTok. "Could beryllium incorrect present but Coca Cola could beryllium nan FIRST awesome marque to ever motorboat a merchandise exclusively connected TikTok Shop. This further solidifies TikTok's powerfulness to some beryllium an consciousness and acquisition platform... Coca Cola made a brilliant determination to capitalize connected TikTok Shop by apt creating an independent POS exclusively for these drops and now positioning their TikTok to beryllium nan SOURCE for this merch (it's really REALLY genius)."

So, clip will show if nan TikTok exclusive really proves a hit. If it doesn't, it will astatine slightest springiness immoderate ammunition to Pepsi, which seems hellbent connected targeting Coca-Cola successful its advertizing correct now.

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Daniel John is Senior News Editor astatine Creative Bloq. He reports connected nan worlds of art, design, branding and manner tech (which often translates to tech made by Apple). He joined successful 2020 aft moving successful copywriting and integer trading pinch brands including ITV, NBC, Channel 4 and more.

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