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.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.