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.