Coca-Cola Debuts Happy Tears on TikTok Shop: A Potential Blueprint for Major Brands

TikTok

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 (February 17th), TikTok users can 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, until supplies last.

Coca-Cola is utilizing Fulfilled by TikTok, TikTok Shop ads, collaborating with influencers, and employing a TikTok AR effect for Happy Tears.

Why It Matters: Coca-Cola becomes the first food and beverage brand to do an exclusive product launch on TikTok Shop. While there is no information on the product's performance, it could pave the way for major brands to use TikTok Shop compared to their websites, retail partners, Amazon, and other commerce distribution channels.

From limited quantities and exclusivity that creates FOMO to direct and streamlined fulfillment by TikTok to engaging content by influencers to AR effects that allow others to participate, Coca-Cola is tapping into several tactics that help move product. If TikTok can get a case study out of this, it could be a pivotal step in getting more household brands to sell their products on TikTok Shop.