Coca-Cola Puerto Rico Features Emoji-Based URLs in Latest Ad Campaign

Coca-Cola drew a lot of interesting controversy during the Super Bowl with its anti-cyberbullying ad. While the #makeithappy ad campaign was well-intentioned, it left a weird taste in consumers' mouths.

(Photo : Coca-Cola/Screenshot) After the mixed response to the #makeithappy campaign, Coca-Cola is pursuing a new idea for its ads.

 

However, emojis aren't compatible with the standard URL, such as .com, .net or .org. So Coca-Cola's advertising agency chose an unorthodox domain; .WS. According to the agency, "we opted to go with the .ws because the letters could stand for 'We smile' and hence seemed most relevant to the brand."

But why consider using emojis on a URL at all?

"The vast majority of our audience now visits our site via a mobile device. And since emojis have become a kind of second language for Coke's younger consumers, we felt this was a great opportunity to connect on a deeper level with our most important demographic," Coca-Cola Puerto Rico President Alejandro Gomez told AdWeek.

After the mixed response to the #makeithappy campaign, Coca-Cola is pursuing a new idea for its ads. (Photo : Flickr)

By Christopher Hutton

Coca-Cola Puerto Rico Features Emoji-Based URLs in Latest Ad Campaign