As the CPG 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.