Coca-Cola launches ‘Open Happiness’ campaign
Coca-Cola has this week launched a summer campaign in Australia as part of its global Open Happiness brand positioning.
The Open Happiness campaign moves on from the Coke Side of Life messaging it first launched globally in 2006.
The latest TV ad, created by Ogilvy & Mather Sydney, premiered with a ‘roadblock’ across the free-to-air and pay TV channels. It also simultaneously aired online, on radio and in cinema. It is being supported by out-of-home, mobile and other digital activity.
The TV spot shows a group teenagers inside a giant see-through, blow-up Coke bottle jumping around and having fun. It features a song by by Cee-Lo, one half of Gnarls Barkley.
Coke’s other rostered agencies include Ikon which handles media buying and Naked for communications strategy. Its experiential agency Maverick is launching events around the campaign.
There will be experiential activity called Coca-Cola Bottle Blast which will be held on December 19 and February 14. It will feature a 12.5 metre inflatable Coke-branded object, believed to be similar to the Coke bottle featured in the TV creative.
This week, PR agency Zing also held a free concert in Sydney called the Coca-Cola Summer Opener.
Coke recently announced plans to launch its biggest social media initiative as part of its Open Happiness campaign.
The Expedition 206 project will see three 20-something year olds visiting 206 countries where Coke is sold next year. They will document their travels and search for “happiness” through blogs, updates on Twitter, Facebook, Flikr and YouTube.
December 2nd, 2009 at 8:15 am
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Comments
2 Dec 09
8:56 am
Nice idea, very “Coke” – shame about the music.
2 Dec 09
10:32 am
Good to see Coke ads going back to the way they used to be – fun, carefree and interesting to watch.
2 Dec 09
11:24 am
what roadblock…didn’t see one
2 Dec 09
12:40 pm
Now THIS is a Coke ad!
2 Dec 09
1:07 pm
Agreed, that is a really great TVC. Can’t agree with Gezza – i think the music makes it (shit song, but perfect).
2 Dec 09
1:11 pm
@ Corby. Generational thing. Bring back the New Seekers I say
2 Dec 09
2:55 pm
This is a great ad and an excellent throw back to the old school coke summer ads. The sound track is certainly a little overproduced and nothing groundbreaking ala Bonds, but nonetheless it’s fun and it’s summer.
2 Dec 09
3:06 pm
Ditto with all the above.
Great throwback to some of the excellent work Coke has produced. This ad made me happy.
Time for a nice refreshing Pepsi Cola.
2 Dec 09
3:16 pm
Agree… I love this ad and the digital campaign around it. The perfect blend of old and new media. It’s hard not to watch the TVC and not really want to be on that float enjoying the summer. It even makes me want to drink Coke… almost.
2 Dec 09
3:31 pm
Damn… wanted to hate it – great job Coke.
2 Dec 09
3:33 pm
Saw something from Coke on my Facebook wall this week as well – a sponsored gift I think, slogan something like “give the gift of happiness”. Nice tie in
2 Dec 09
3:38 pm
bring back vanilla and cherry coke
2 Dec 09
3:46 pm
A cracker – they have nailed it. I want that bottle-thingy!
2 Dec 09
4:56 pm
Ahhh, just like the beach ball and the coke can ads from the 80′S rolled into one. Kudos to Ogilvy and Mather for being bold enough to revisit an old idea (almost shot for shot), and give it just enough spit and polish to feel fresh and current. Well done. Would have been even if they’d been able to crack a jingle that worked as well today as they did in the the 80’s.
http://www.youtube.com/watch?v=FAeMaxRJ-R4
http://www.youtube.com/watch?v.....k&NR=1
3 Dec 09
12:47 pm
This is probably my favourite ad on TV! It’s so damn happy and summary! LOVE it!
12 Dec 09
8:16 pm
Does anyone know if that giant coke bottle thing is real??
12 Dec 09
8:47 pm
Matt, I looked at the store and didn’t see any that big … so I don’t think it is real.
25 Dec 09
10:51 pm
Its ads like this that make me wish i liked coke. too bad it tastes like shit.
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