Open happiness is a global marketing campaign for the coca cola company that was rolled out worldwide in the first half of 2009, following the companys coke side of life advertising campaign. The language used in the ad is supposed to be emotionally appealing to the consumer who is. After less than three years, coca cola is bidding adieu to the coke side of life and unveiling the campaigns successor, open happiness. Hello happiness, a new video from coca cola, opens with footage of migrant laborers in dubai, standing before dawn in a patch of dirt as they wait for a van to pull up and shuttle them to work. At least in the case of coca cola, their claims about selling happiness in a bottle appear to be grounded in reality. Since its inception, the coca cola company has figured out how to turn sugar water into a muchdesired bottle of happiness. Cokes open happiness narrowly misses the mark it was the best coca cola slogan ever, better even than the pause that refreshes.
Open happiness and enjoy lifes simple pleasures with cocacola. Cocacola happiness truck philippines video dailymotion. Coca cola open happiness commercialshortfilm duration. In the second half of 2009, coca cola came up with an interesting and innovative marketing campaign with a simple tagline calling people to open happiness. Open happiness and enjoy lifes simplepleasures with coca cola corporate, january 21, 2009 new global integrated marketing campaign for coca cola embraces positive outlook in evolution of awardwinning coke side of life campaign to launch in u. Cokes open happiness campaign launched in the very popular fox show american idol during the january 2009 premiere.
This project is about how significant the positive solutions mean to coca cola co. It reminded you that coke is always delicious, always refreshing, always a perfect complement to food, always at hand, always been there, always will be and always a better choice than, say, pepsi. The coca cola company is changing gear in brand direction from the award winning coke side of life to open happiness, a campaign that encourages the consumer to pause, open a coca cola and enjoy the simple pleasures of life. Print advertisement created by mccann, germany for coca cola, within the category. During ramadan, coca cola reduces its rates up to 5 tk on 1. The open happiness slogan for coca cola company 703. Coca cola wants the world to stop opening happiness and instead focus on tasting the feeling of drinking a coke. At a time when the weakened economy was sapping soft drink sales, the open happiness. Repeating the words open, show that the sentences are somehow related. The case is about atlantabased beverage giant coca cola companys global integrated advertising campaign open happiness. This shows that it is obviously an advertisement for coca cola. The case is about atlantabased beverage giant coca cola companys coca cola global integrated advertising campaign open happiness.
It became one of the greatest example of integrated marketing communications in the modern times and gave enormous. Cokes open happiness keeps it simple for global audience. What if we sent a team of young people on an unprecedented journey to 206 countries where coca cola does business in just 365 days. This ad was released in social media like facebook, twitter, youtube etc. Our global campaign, open happiness, builds on that heritage. Coke replaces open happiness with taste the feeling in. In the first week of march, coca cola became the master brand for classic coke, diet coke, coke zero and coke life under a new onebrand strategy. Open up happiness at the world of coca cola in atlanta. Share a coke to open happiness may 9, 2016 may 9, 2016 bmahapat. The problem with cocacolas plan to open happiness in. Cocacola open happiness advertisement 544 words essay.
In 2009, coca cola introduced open happiness, which was used to try to sell the beverage by giving an invitation to billions around the world to pause, refresh with a coca cola, and continue to enjoy one of the lifes simple pleasures coca cola history. Doc analysis of coca cola advertisement small world. Some years ago, coca cola launched the open happiness campaign. While on the road, wed ask them to seek out and document what makes people happy, a quest consistent with the brands open happiness campaign. This channel is just to share the information about the product with others. Open up happiness at the world of cocacola in atlanta. Youjeong kim october 25, 2010 campaign analysis cokes open happiness 1. Open happiness for cocacola by ryan cinney on prezi. Coca cola happiness machine at the world of coca cola in atlanta duration. Even though there is the short message in smaller font, the larger font will make a deeper impression in the audience. New york coca cola is gearing up to convince the world that it should open happiness via a new global ad campaign that also pokes fun at the cola giants closely held secret formula. Hence, coca cola might see this as an open opportunity to tap into this growth as it aims to make india its third from being the sixth largest market, with no particular time frame in mind currently. The idea, as always with coca cola, was to use the drink as an avenue to share happiness. Cocacola open happiness campaignmarketingcase study.
The soda company is the master of marketing without you really recognizing it. Features components of traditional marketing, such as print ads and broadcast media. Tonight on american idol and worldwide over next few weeksatlanta building on the awardwinning coke side of life campaign. Essay the open happiness slogan for coca cola company. Cocacola is launching a global ad campaign with the slogan open happiness, hoping consumers will associate its brand with comfort. Coca cola great britains summer campaign is centred around inspiring people to say yes to the opportunities that summer brings, and is set to hit screens with the new ad. The coca cola ad uses ethos, pathos, and karios to persuade buyers of all. Coca cola open happiness chords by misc televisioncee. Coca colas open happiness campaign adapted from the article of abhijeet mishra following the success of the coke side of life coca cola released its open happiness campaign in the united states in the later part of the year 2009 and was an extension of the earlier campaign.
Pdf coca cola collectible cars trucks collector s guide to coca cola items series free. As part of our experiential marketing series, we will look at coca cola s integrated experiential strategy surrounding its new messaging campaign open happiness. This case study shows how coca cola, a carbonated beverages brand, overturned declining sales in sri lanka through an interactive campaign. Coke launches open happiness summer campaign marketing. The language used in the ad is supposed to be emotionally appealing to the consumer who is consuming the product. Small world machines is developed by leo burnett advertising agency. History 1898 1915 1919 1st headquarter contour bottle guaranty banks vault 3. Coca cola to uncap open happiness campaign new ad push, which seeks to tap consumers longing for comfort and optimism, bears stamp of ceo kent. Cocacola open happiness machine at nc state 2014 youtube. Coca cola reentered china in 1979 after a threedecade absence during the communist takeover. Coca cola s aggressive new campaign is a radical departure from the previous one. The problem with cocacola s plan to open happiness in sri lanka. The campaign was launched in the first half of 2009 in markets around the world with the aim of increasing sales of sparkling beverages of coca cola.
While diversifying into a variety of sodas is a growth area for the soft drinks. Creativecampaign theme overview this is a direct marketing campaign focused on unifying the brands publics by emphasizng coca cola s timeless feel. This is the result of carefully planned advertising, and marketing campaigns that seek to retain its appeal to all the people in the world. Tonight on american idol and worldwide over next few weeksatlanta building on the awardwinning coke. Coca cola s cmo discusses why the beverage brand is ditching open happiness in favor of a new approach that puts the product first. Coca cola has unveiled an uplifting new film touting choose happiness, part of the companys effort to streamline messaging across all its brands. When you open a bottle of coke, you are opening a bottle of happiness. Instead of focusing on one particular campaign, we are studying several campaigns and how they collectively live out cokes mission for happiness. The campaign will feature outdoor and digital elements to be unveiled from midmay and has been created by mother. Coke replaces open happiness with taste the feeling in major. Cocacola open happiness summer campaign foodbev media. In the long history of coca cola, they have used a variety of tactics to advertise their product. The open happiness slogan for coca cola company essay examples.
Happ ness core value of the strategic brand refresh ng f zzy 4. The campaign was launched in the first half of 2009 in markets around the world with the aim of increasing sales of sparkling beverages of the coca cola company. Has cocacola taken measurable steps toward becoming a more. The project leader of this campaign was jacky jantos tulloch. Pdf this paper presents a theoretical reflection on the contemporary expressions of the. The case is about atlantabased beverage giant coca cola companys coca cola company global integrated advertising campaign open happiness.
This makes it imperative to look at the flagship advertisement for the coca cola open happiness campaign released in 2010. Ko is the largest beverage company in the world, with a. Coca cola is in the local news again, although thankfully this hasnt meant another rivers been polluted. Coca cola open happiness blogs, comments and archive news on. Zappos business is based on delivering happiness, huggies has its be happy campaign and coca cola s open happiness video commercials have been hugely successful. John pemberton registered formula registered logo 2. Building on the awardwinning coke side of life campaign, the cocacola company today invites the billions of people around the world. Open happiness will be the platform used for all integrated marketing for brand coca cola. Cocacola executives have signaled that they are eager to bring their iconic soft drink back to the caribbean island if the 55year us embargo is eased.
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