Building on the “Coke Side of Life” campaign, The Coca-Cola Company today invites the billions of people around the world who love to pause and refresh themselves with a Coke to “Open Happiness” and continue to enjoy one of life’s simple pleasures. That is the central message for “Open Happiness” — Coca-Cola’s new global integrated marketing campaign that launches in the U.S. this week.
Open Happiness will serve as the platform for all integrated marketing for brand Coca-Cola globally. The first televised spots broke on “American Idol” in the U.S., with more to air in the following weeks, including during the broadcasts of the Super Bowl on NBC and the Academy Awards on ABC. The fully integrated campaign – including new point of sale, promotions, outdoor and print advertising, digital and music components and more – will roll out throughout the first half of 2009 in markets around the world.
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.
The global campaign was developed in partnership with Wieden + Kennedy, the global agency for Coca-Cola since 2006.
