Coca-Cola Great Britain is bringing back its “Open Happiness” campaign, as part of its latest multi-million pound marketing push for 2010.
The soft -drinks company is running the fully integrated campaign aiming “to capture the essence of what ’Open Happiness’ stands for – optimism, positivity and inspiration – and bringing to life the idea ’Open a co*ke, Open Happiness’. ”
The campaign will include the “Happiness Factory” TV commercial that first ran in 2006 and is complemented by an on-pack promotion, digital activity, and high-impact outdoor advertising. It has been created by Wieden + Kennedy and animation agency Pysop.
Digital activity will encourage consumer interaction with competitions running on 300ml, 500ml, and 2l Coca-Cola and co*ke Zero packs, from February to April. Consumers will be rewarded with millions of ’Happy Prizes’, based on the most popular rewards on the brand’s loyalty website co*ke Zone, where entrants will be directed.
Coca-Cola will also utilise Facebook and Bebo as an additional means to directing traffic to the co*ke Zone site.
Cathryn Sleight, marketing director for Coca-Cola Great Britain, says: “This integrated activity perfectly represents the concept of ’Open Happiness’ – revolving around optimism and a bright-outlook on life. The activity celebrates happiness and provides uplift to consumers in times of global recession in a way that only Coca-Cola can do. This year, we’re creating a fresh dialogue with a new audience, whilst rewarding old fans with the return of the special ’Happiness Factory’ ad.”
Last week, Powerade, the energy drink owned by Coca-Cola launched an integrated advertising campaign to promote its sponsorship of the Fifa World Cup and its support for rugby, ahead of the RBS 6 Nations, which kicks off this week.
Rival Pepsi Max is releasing an African-inspired music record called ’Oh, Africa’, recorded by R’n’B artists Akon and Keri Hilson, with cameo performances from global football superstars Fernando Torres and Didier Drogba.
