Coca‑Cola Launches Latest 'Open Happiness' Campaign
Integrated activity set to break online to engage teens and young adults
Coca‑Cola Great Britain (CCGB) is set to premiere its latest activity under the successful ‘Open Happiness’ strap-line online. Aiming to recruit a new generation of consumers, the uplifting new Coca‑Cola creative capturing the ‘Open Happiness’ philosophy of optimism, positivity and inspiration, will seed collateral digitally before an integrated campaign rolls out across TV, cinema and outdoor.
Created by Wieden & Kennedy, the upbeat 30 and 60 second spots feature adventurous ladybirds, butterflies, bees and beetles in a magical summertime world, bringing to life the ‘Open Happiness’ proposition in a fairytale outdoor setting. Set to the heartening and memorable soundtrack of the Peter and the Wolf March, the bugs work seamlessly together, cheekily kidnapping a closed bottle of Coca‑Cola from its resting owner. Cleverly manoeuvring the bottle through an enchanting natural environment, they discover a beetle equipped to open the Coca‑Cola, demonstrating the lengths people – or bugs – will go to open the refreshing taste of Coca‑Cola, and drink in the happiness.
Breaking online from 4th February across sites including video on demand providers, the creative will reach key teen online environments, quenching the target audience’s thirst to see content first, before following across TV and cinema from 7th February.
Online, an enchanting interactive game, ‘RumbleBug’, created by Cybercom and designed to delight and reward users, will be hosted across sites including facebook and MSN. A month long takeover of the brand’s loyalty website Coke Zone, will allow users to pick up a magical selection of prizes, such as iPods and phone credit. Coke Zone newsletters and emails to teens and young adults will further engage consumers. Whilst outdoor high impact creatives developed by McCann will spread happiness with colourful, lively scenes.
Zoe Howorth, Market Activation Director for Coca‑Cola Great Britain explains: “We’re thrilled to be beginning 2011 with an invigorating new campaign under the ‘Open Happiness’ umbrella, stirring consumers out of their winter blues and fast-forwarding them to thoughts of summer. By breaking the activity online, we’re reaching out to teens and young adults whilst rewarding them with content to enjoy and share with friends.”
For more information, please contact:
Melanie Jack firstname.lastname@example.org / 020 7908 6542
Gemma Bell email@example.com / 020 7908 6517
Jessica Silver firstname.lastname@example.org / 020 7908 6545
Notes to editors:
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 the latest 52 week period Coca‑Cola trade mark has had a fantastic year with retail value sales growing by 6.6% to £559.5 million. The My Coke portfolio (which includes Coca‑Cola, Diet Coke and Coca‑Cola Zero) became the first brand to top the £1bn retail sales mark in 2009, with sales of £1.05 billion in the same period and growth of 6.6% in value and 2.5% in volume versus the previous year. Diet Coke sales stand at £438.4 million with value growth of 9.1% versus last year. Meanwhile, Coca‑Cola Zero, which has been hailed as the biggest NPD launch in over 20 years, is now worth £58.6m. (Nielsen Total Coverage 52 w.e 10.07.10)