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Open Happiness was a global marketing campaign for The Coca-Cola Company that was rolled out worldwide in the first half of 2009, following the company's "Coke Side of Life" advertising campaign. [1] It was developed by the Wieden + Kennedy creative agency.
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Marketing analysts have noted Coca-Cola's strategy of marrying the idea of happiness and universal love of the product illustrated by the song. [ 20 ] [ 21 ] The commercial has continued receiving accolades; in 2000, Channel 4 and The Sunday Times ranked the advertising jingle 16th in the 100 Greatest TV Ads while in 2005, ITV ranked the ...
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Coca-Cola has around It is considered the ultimate universal beverage brand, and it has the leading position in the American soft drink market. 5 System-Strategic Initiatives Will Drive Coca-Cola ...
Coca-Cola's "Happiness" campaign is an example of successful attack-style marketing. This was implemented through the use of vending machines dispensed throughout America which gave out free cokes, pizzas, footballs and other prizes. [4] This was filmed and put on YouTube with the tag "where will happiness strike next?"
Coca-Cola's many strengths include its iconic brands, massive distribution network, huge marketing budget, and its size (which allows it to swallow up smaller competitors with hot new products).
One successful guerrilla marketing campaign is the Coca-Cola ‘Happiness Machine”. In January 2010, Coca-Cola, with the help of Definition 6, filmed a reaction video of a Coke vending machine dispensing ‘doses’ of happiness to unsuspecting students in St. John's University. A seemingly normal vending machine surprised students by ...