Coca Cola Puerto Rico initiates a fun campaign that puts smiley-face emojis right in the brand’s web addresses.

Every emoji that expresses happiness was registered as a URL by the multinational beverage brand.

The big question is ‘Why .ws was chosen as the domain? (the domain suffix for Samoa)’

“Emojis are not accepted on domains such as .com, .net, and .org,” DDB Puerto Rico says. “After doing some research on domains that do accept emojis, we opted to go with the .ws because the letters could stand for ‘We smile’ and hence seemed most relevant to the brand.”

“The vast majority of our audience now visits our website 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,” says Alejandro Gómez, president of Coca-Cola Puerto Rico.

All the emoji URLs lead to a special landing page, Emoticoke.com. Here, consumers can sign up for a chance to get an emoji web addresses of their very own.

The promotional campaign is being supported by conventional media, including outdoor.

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