Coca‑Cola launches new summer campaign under the Open Happiness umbrella
Summer is set to shine with integrated communications platform and exclusive bottle design
Coca‑Cola Great Britain is capturing the essence of summer with its new multi-million pound campaign - "Yeah Yeah Yeah La La La' part of the Open Happiness platform. This integrated campaign, launching mid-May, has a number of elements including a TVC, digital, outdoor advertising, Piccadilly Sign sequence, on-pack promotion and 'Coke Zone' collateral, as well the limited-edition 'Selfridges Centenary' original glass bottle.
Coca‑Cola Great Britain's summer campaign is centred around inspiring people to say yes to the opportunities that summer brings and is set to hit screens with the new ad creative, 'Yeah Yeah Yeah, La La La'. The ad, created by Mother London features an exclusive track commissioned by Coca‑Cola, which has been written and produced by electro superstar Calvin Harris.
The new 30 and 60 second spots go live in the UK on Friday 31st May. The story unfolds as one summer morning, a mysterious man pushes a large box into a park and up to the top of a hill. The man opens the box and it turns into a magical, summery organ with curious little creatures inside. He fits a chilled bottle of 'Coke' to a plug on the side of the musical machine and hits a key on the keyboard as a drop falls into the creature's mouths.
With each drop, the creatures are refreshed with ice cold Coca‑Cola and begin to sing 'yeah yeah yeah' and 'la la la' as a crowd of young people gathers in a surreal and summery scene.
'Yeah Yeah Yeah, La La La' is the first execution of the new Open Happiness platform in GB and with its happy, upbeat and vibrant soundtrack, should become an infectious and vibrant tune this summer . Open Happiness marks a continuation of the brand's iconic and award winning
'Coke Side of Life' brand communication and inspires the brand's point of view of optimism, positivity, refreshment and pleasure.
Calvin was asked by 'Coca‑Cola' to create a track to accompany the ad, that captured the fun, happiness and optimism of summer, using the 'Yeah Yeah Yeah, La La La' phrase as inspiration.
Cathryn Sleight, Marketing Director for CCGB, comments: "Much like hearing Holidays Are Coming at Christmas, with this campaign we're looking to build anticipation and excitement throughout the summer. The upbeat track on the new ad depicts a summery sound which we hope will build positive feeling around the brand over the summer months."
High-impact outdoor advertising, created by Mother and featuring characters from a magical summer world, will be unveiled nationwide on 6, 48 and 96 sheets. At the same time, an on-pack promotion, directing traffic to 'Coke Zone' and offering every consumer a free music download as well as the chance to win money-can't-buy prizes, is set to run for twelve weeks from June. A sequence on the Piccadilly Sign which has been adapted from the TVC by Sedley Place - a first for CCGB - adds further weight to the activity.
To view the PR toolkit which contains the ad, the Calvin Harris interview and behind the scenes footage from the making of the ad, click here.
Creative Director - Mother
Art Director - Mother
Copywriter - Mother
Strategists - Mother
Illustrator for outdoor - Ronald Kurniawan
Director/ Production Co - Dougal Wilson (Blink)
Producer - Matt Fone (Blink)
Editor - Joe Guest (Final Cut)
Post Production - Julie Evans (MPC)
Flame Artist - Tom Harding - (MPC)
Colourist - Jean Clement - (MPC)
Sound Design - Sam Robson - Sound designer (Factory)
DoP - Alwin Kuchler (Blink)
Production Company (New Zealand)
Line Producer - William Grieve (Big Pictures)
Production Designer - Rick Kofoed - (Big Pictures)
Art Director - Guy Treadgold - (Big Pictures)
Model Maker - Justin Buckingham - (Big Pictures)
Music - composer & recording artist - Calvin Harris (EMI)
About The Coca‑Cola Company
'Coca‑Cola', 'Coke' 'diet Coke', 'diet Coca‑Cola', 'Coke Zero' and 'Coca‑Cola Zero' and 'Open Happiness' are trademarks of The Coca‑Cola Company. Coca‑Cola remains one of the most successful and innovative brands in the world today. On-going brand and product innovation continues to reinforce this position of leadership in the soft drinks category. In 2008 'Coca‑Cola' trade mark had a fantastic year with retail sales growing by 3.6% to £514.5 million and this year in January 2009 the brand experienced the best January to date. The My Coke portfolio (which includes 'Coca‑Cola', 'diet Coke' and 'Coca‑Cola Zero') in 2008 had a total revenue of £970m. The cola sector as a whole is a huge part of the £6bn soft drinks category and is worth £1.3bn in retail sales. Meanwhile, 'Coco-Cola Zero', which has been hailed as the biggest NPD launch in over 20 years, is now worth £56.2m. (Source AC Nielsen)
For further details please contact:
Jessica Silver, Lexis PR, 020 7908 6545 / email@example.com