Coca-Cola has registered web addresses made up of nothing but yellow smiley faces for its latest ad campaign.

The emojis, said to convey happiness, appear on billboards in Puerto Rico, with the suffix ws,– which also happens to incidentally be the suffix for Samoa.

“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,” president of Coca-Cola Puerto Rico told AdWeek.

Source Adweek: Coca-cola use an emoji URL to market their brand