Beverage behemoth Coca-Cola is launching its official TikTok web page.

To kick it off, Coke is beginning a dance problem, #ShareTheMagic, which options the track “Open” by Khalid, and choreography by Jalaiah Harmon. As a part of the dance, there can be new Coke-branded TikTok results that can let individuals apply a #SharetheMagic lens to their video. The lens possibility is triggered by incorporating particular gestures and actions into their dance.

Becoming a member of TikTok is the most recent instance of Coke working to remain related with youthful shoppers. The TikTok problem is a continuation of the model’s “Real Magic” marketing campaign that launched in September with an esports-themed advert that was not nicely obtained by the gaming group, with critics saying it was inauthentic, regardless of utilizing actual avid gamers. To maintain up with the metaverse pattern, Coke auctioned off four NFTs earlier this 12 months. Coke is the most recent large shopper packaged items model looking for the place it matches on TikTok, who’s customers put a premium on authenticity. In October, Mattel labored with Attn to launch TikTok profiles for Barbie and Uno. 

Harmon is an Atlanta-based dancer and artistic artist who created one of many first viral TikTok dances (“the Renegade”) when she was 14 years previous, and was one in every of a number of Black creators on TikTok that spoke out about not being credited for the app’s viral dances.

Coke can have different creators, together with these of colour, promote the dance, and says it is going to compensate them, however declined to share particular figures. Usually, manufacturers have been pledging to invest more in minority-owned media, and have been working to have extra creators of colour represented, however these creators nonetheless say they are not always given the same opportunities.