By Audrey Kemp

The new Saudi activation turns emojis into meal combos, exclusive offers and a tangible ‘Emoji Coke’ cup.

What’s in the cup? Coca-Cola Middle East says it’s them.

The iconic red-and-white soda emoji is getting a playful new owner in Coca-Cola’s latest campaign, ‘Emoji Coke.’ The brand is staking its claim on the emoji – depicting a white cup with a red stripe and straw – and transforming it into real-world meal combos, exclusive vouchers and a limited-edition collectible cup.

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Source: The Drum