Coca-Cola purchased the emoji, made by Twitter and creative agency W+K, of two Coke bottles toasting, and launched it on Twitter late last week.
To mark its release, Coca-Cola asked followers to tweet the emoji, along with the hashtag #shareacoke in an attempt to “set the record for the world’s largest Twitter cheers”.
“Coca-Cola is a massive global partner of Twitter and they have been pushing us for some time on building a custom emoji,” Ross Hoffman, senior director of global brand strategy at Twitter, told TechCrunch.
“We know that people love using emojis and usage has been significantly increasing over time on our platform. This was a perfect opportunity to work with a nimble and smart marketer to make this happen,” he said.