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'Open Happiness' and Enjoy Life's Simple Pleasures With Coca-Cola
Corporate,
January 21, 2009
New Global Integrated Marketing Campaign for
Campaign To Launch in U.S. Tonight on "American Idol" And Worldwide Over Next Few Weeks
Atlanta - Building on the award-winning "Coke Side of Life" campaign, The
Open Happiness will serve as the platform for all integrated marketing for brand
"Throughout its history,
Open Happiness is an evolution of the Coke Side of Life, a campaign that featured award-winning commercials such as "Video Game," "Happiness Factory," and "It's Mine" and was used as the primary marketing platform in nearly every one of the more than 200 countries around the world where
"Open Happiness is designed to work at every level -- from national advertising all the way down to coolers and store shelves, with a clear call to action at the point of purchase," continued Tripodi. "The combination of inspirational marketing and in-store execution in collaboration with our bottling partners worldwide will ensure we continue to reinvigorate the sparkling category."
The campaign will break first in the U.S. with print ads and new television commercials airing this week. Outdoor advertising and in-store executions will appear by the end of the month. Music will also play a central role in the new campaign beginning with a new music track featured in one of the ads that will be released as a single. The music is a collaboration featuring the combined talents of Gnarls Barkley's Cee-Lo, Patrick Stump from Fall Out Boy, Brendon Urie from Panic at the Disco, Travis McCoy from Gym Class Heroes and Grammy-nominated Janelle Monae and produced by Polow Da Don and Butch Walker.
"Central to Open Happiness is the simple notion of enjoying an ice-cold
In addition to the Open Happiness campaign, the entire
The global campaign was developed in partnership with Wieden + Kennedy, the global agency for brand
About The
The Coca-Cola Company is the world's largest beverage company, refreshing consumers with more than 450 sparkling and still brands. Along with Coca-Cola®, recognized as the world's most valuable brand, the Company's portfolio includes 12 other billion dollar brands, including Diet Coke®, Fanta®, Sprite®, Coca-Cola Zero®, vitaminwater, POWERADE®, Minute Maid® and Georgia® Coffee. Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate of 1.5 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate. For more information about our Company, please visit our Web site at
EDITOR'S NOTE: Downloadable images from the new campaign as well as viewing files of the television commercials are available in the Press Center at
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