News ReleaseCOCA-COLA
LAUNCHES "HAPPINESS FACTORY -- THE MOVIE" AT SPECTACULAR ONLINE RED CARPET PREMIERE
EVENT
SECOND LIFE, August 14, 2007 -
VIRTUAL WORLD It was just another happy day in the Happiness Factory, the
fantasy world that lives deep inside a Coca-Cola vending machine.
The Chinoinks were busily dispensing Coke, the Cappers were capping and the Kissy
Puppies were spreading love around the factory when suddenly disaster struck!
The alarm bells rang, the red light flashed and the unthinkable happened -- the
"Happiness Factory" ran out of Coke!
Unveiled today at a spectacular online
global premiere event in virtual world Second Life, "Happiness Factory -- The
Movie" portrays the adventures of a factory worker as he embarks on a quest to
replenish the Coke, putting the happiness back in the "Happiness Factory".
Watching the three and a half minute film at the exclusive gala event was an international
crowd of nearly 100 glamorous avatars dressed in red carpet fashions, including
singing sensation Avril Lavigne and reporters from more than 16 countries worldwide.
Marc Mathieu, senior vice president, Global Brand Marketing and Creative Excellence,
The Coca-Cola Company, and host of the premiere event said, "Everything
about this campaign takes its lead from the entertainment industry -- from the
movie-style trailers to the authentically designed movie posters to the promotional
packaging. It was only fitting that for our launch we chose a full-fledged movie
'premiere'."
Since launching in 2006, the original "Happiness Factory"
has gone on to become the highest rated global spot The Coca-Cola
Company has ever tested. Now airing in over 100 countries, the ad has received
numerous advertising industry accolades, winning a "Silver Lion" at the 2007 Cannes
advertising awards, the "Grand Prix Gold Prize" at the 2006 Epica Awards and most
recently a nomination for a primetime commercial "Emmy" in the United States.
The launch of the sequel marks the next phase in the award-winning "Coke Side
of Life" campaign, which is continuing to drive Coca-Cola trademark
brands to perform at their best globally, in nearly a decade.
Mathieu
added, "In 'Happiness Factory -- The Movie', the iconic Coca-Cola
contour bottle and the enduring mystery of the brand's secret formula, come together
to create a great piece of entertainment for the audience and an effective way
for us to express the values of the Coca-Cola brand. We hope that
our consumers will have fun with the campaign and think it is a sequel worth waiting
for!"
The campaign also includes 30- and 60- second trailers, movie-inspired
poster ads, promotional packaging, character licensing and interactive digital
elements.
Now running in 150 countries representing more than 95 percent
of Coca-Cola brand volume, the "Coke Side of Life" was designed to
reflect the values of "optimism" and "positivity" that have always been at the
heart of the brand. The campaign invites consumers to live on the "Coke Side of
Life" and make positive choices everyday.
"Happiness Factory -- The Movie"
is available to view at www.coke.com/hf.
"Happiness Factory -- The Movie" was produced by Wieden+Kennedy Amsterdam using
"state-of-the-art" animation techniques and a team of over 50 3-D animators from
the PSYOP agency.
The Coca-Cola Company
The Coca-Cola
Company is the world's largest beverage company. Along with Coca-Cola®,
recognized as the world's most valuable brand, the Company markets four of the
world's top five nonalcoholic sparkling beverage brands, including Diet Coke®,
Fanta® and Sprite®, and a wide range of other beverages, including diet
and light beverages, waters, juices and juice drinks, teas, coffees, energy and
sports drinks. Through the world's largest beverage distribution system, consumers
in more than 200 countries enjoy the Company's beverages at a rate exceeding 1.4
billion servings each day. For more information about The Coca-Cola
Company, please visit our website at www.thecoca-colacompany.com.
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