Consumers can get a taste of a new Coca-Cola beverage, Happy Tears, but there’s a catch — it’s only accessible via TikTok.

The No 10. consumer goods company dropped the limited-edition offering on TikTok shop on February 17 in honor of Random Acts of Kindness Day.

Those interested in purchasing the new drink can order a “hype kit” until supplies last. They’ll receive two Coca‑Cola Happy Tears Zero Sugar cans — one for themselves and the other to share as an act of kindness.

More Social Media Innovation From Coca-Cola

The package includes themed accessories like a t-shirt, stickers, and tissues to wipe away happy tears. Additionally, TikTokers are encouraged to participate in the digital campaign by using a new platform effect that displays a prompt for a random act of kindness.

Single-Channel Success or Simply Innovative Marketing?

While many companies are tapping into the growing buyer pool of TikTok — which accounted for 33.3 million U.S. social buyers in …

Tags SMM, Social Media, Social Media Marketing, Social Media Strategy