Coca-Cola brings back Open Happiness push

Coca-Cola Great Britain is bringing back its “Open Happiness” campaign, as part of its latest multi-million pound marketing push for 2010.

The soft -drinks company is running the fully integrated campaign aiming “to capture the essence of what ’Open Happiness’ stands for – optimism, positivity and inspiration – and bringing to life the idea ’Open a Coke, Open Happiness’. ”

The campaign will include the “Happiness Factory” TV commercial that first ran in 2006 and is complemented by an on-pack promotion, digital activity, and high-impact outdoor advertising. It has been created by Wieden + Kennedy and animation agency Pysop.

Digital activity will encourage consumer interaction with competitions running on 300ml, 500ml, and 2l Coca-Cola and Coke Zero packs, from February to April. Consumers will be rewarded with millions of ’Happy Prizes’, based on the most popular rewards on the brand’s loyalty website Coke Zone, where entrants will be directed.

Coca-Cola will also utilise Facebook and Bebo as an additional means to directing traffic to the Coke Zone site.

Cathryn Sleight, marketing director for Coca-Cola Great Britain, says: “This integrated activity perfectly represents the concept of ’Open Happiness’ – revolving around optimism and a bright-outlook on life. The activity celebrates happiness and provides uplift to consumers in times of global recession in a way that only Coca-Cola can do. This year, we’re creating a fresh dialogue with a new audience, whilst rewarding old fans with the return of the special ’Happiness Factory’ ad.”

Last week, Powerade, the energy drink owned by Coca-Cola launched an integrated advertising campaign to promote its sponsorship of the Fifa World Cup and its support for rugby, ahead of the RBS 6 Nations, which kicks off this week.

Rival Pepsi Max is releasing an African-inspired music record called ’Oh, Africa’, recorded by R’n’B artists Akon and Keri Hilson, with cameo performances from global football superstars Fernando Torres and Didier Drogba.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here