Coca Cola
Coca Cola
Coca Cola
COCA COLA
COCA COLA
Coca-Cola’s “Open Happiness”
Campaign: A Model for Global
Marketing?
COCA COLA
COCA COLA
Introduction
Campaign Launch:
● Coca-Cola launched its global marketing campaign, "Open Happiness," in
Tanzania on April 21, 2011, to enhance brand awareness and popularity among
consumers.
● The campaign in Tanzania included various elements such as concerts, radio,
and television adverts, dancing mobs, regional concerts, sampling activities,
and countrywide caravans.
Campaign Objective:
● The campaign was developed by the global advertising agency McCann and
Erickson and first aired during the American Idol show in the US on January 21,
2009.
● The campaign aimed to promote positivity, optimism, and fun by associating
the act of opening a bottle of Coke with sharing happiness.
Marketing Components and goals:
● The campaign involved various marketing components including outdoor and
print advertising, promotions, digital and music components, and new
point-of-sale strategies.
● Coca-Cola aimed to increase sales of its carbonated beverages and deliver
$500 million in savings by the end of 2011 through the success of the
campaign.
Potential Challenges:
● Few experts raised concerns about the potential loss of effectiveness over time
due to repetitive messaging and emphasized the importance of product taste in
attracting customers.
Background Note
Solution:
Coca-Cola launched the "Coke Side of Life" campaign in 2006 to:
● The―Coke Side of Lifeǁ campaign invited people to choose
Coke and look on the positive side of life.
● The objective of the campaign was to make Coke more
relevant to customers by creating a multi-cultural platform
in markets across the world.
Outcome:
The campaign ran for three years but failed to significantly boost
sales due to:
● Challenges in translating the message across cultures
● Lack of focus on product benefits and youth connection
THE ‘COKE SIDE OF LIFE’ CONCEPT
The campaign faced further challenges from:
○ Increasing competition from non-carbonated drinks like
bottled teas and vitamin-based waters.
○ The global economic recession
○ Consumer shift towards healthier alternatives
THE “OPEN HAPPINESS” CONCEPT
Launch and Success of the Happiness Factory Campaign:
Introduced in 2006 as part of the "Coke Side of Life" campaign, the Happiness Factory
advertisements depicted a fantasy world inside a Coke vending machine. The ads aimed
to promote optimism and positivity, garnering critical acclaim and awards globally.
Interactive Elements:
● Dedicated website: Creating an interactive website offered unique content
and engagement opportunities for teenagers, a specific target
demographic.
● Community singing kiosks: Setting up kiosks in a popular shopping district
allowed consumers to participate in creating personalized photo memories
around the campaign theme, fostering brand interaction and social sharing.
Multi-channel Promotion:
● Integrated media mix: Utilizing various channels like TV, online, radio, print,
outdoor, and cinema ads ensured wide reach and impact across different
audience segments.
● Partnerships: Collaborating with convenience stores and radio stations for
joint promotions expanded reach and leveraged pre-existing customer
connections.
South Africa
Youth Focus:
● Emphasized connecting with the youth segment, recognizing their
importance in the market.
● Roped in popular Bollywood star Imran Khan as brand ambassador for
increased appeal and relatability among target audience.
Emotional Connection:
● Aimed to create a strong emotional connection by associating Coca-Cola
with happiness, fun, and shared experiences.
2. Digital Strategy:
○ Coca-Cola intended to link the brand to happiness
through digital media.
○ By the end of 2010, Coca-Cola had a significant digital
footprint, with over 5.6 million fans on its Facebook
brand page and more than 15.5 million members on
the My Coke Reward site.
3. Brand Proposition and Tagline Criticism: