Coke launches open happiness summer campaign

Coca-Cola is bidding to “capture the essence of summer” with its latest TV campaign launching under the new “Open Happiness” strapline at the end of the month.

The campaign will feature outdoor and digital elements to be unveiled from mid-May and has been created by Mother.

The ‘Open Happiness’ theme is designed to “inspire people to say yes to the opportunities that summer brings”. The TV ad is titled “Yeah Yeah Yeah, La La La” and features a track commissioned for the ad by electro artist Calvin Harris.

The ad shows a man pushing a large box into a park which, when opened, turns into a music organ with little creatures inside. He then fits a bottle of Coke to the machine and hits the keyboard a drop of coke falls into the creature’s mouths, prompting them to sing ‘yeah yeah yeah’ and ‘la la la’ as a crowd of young people gather.

The soft drink brand says the campaign is a continuation of its “coke side of life” brand communication strategy.

Marketing Director Cathryn Sleight says the brand is hoping it will build a similar sense of “anticipation and excitement” about the summer in a similar vein to its “Holidays are Coming” Christmas ad.

Campaign activity includes a national 6, 48 and 96 sheet poster campaign, sales promotion, online ‘coke zone’ activity featuring free music downloads and the launch of an exclusive yellow Selfridges Centenary bottle in June to coincide with the department store’s 100th birthday activity.