In 2009 Coca Cola released a global integrated marketing campaign called “Open Happiness”, which stays in line with “The coke side of life” brand outlook. Wieden + Kenned worked with Coca Cola to create this campaign, the global agency for the brand since 2006.
The campaign launched on American Idol and also worldwide over the weeks following. The message for this campaign was to take a break and open a Coke, which refreshes them and helps them enjoy life’s simple pleasures.
Open Happiness was the platform for all the integrated marketing, which included:
- Television
- Promotions
- Point of sale
- Outdoor
- Print
- Digital
- Music
- in-store executions
- mycokeawards.com – online component
All of these components were trying to invite positivity to people, engaging them with optimism and fun. Creative messaged were updated often and the campaign helped to develop a clear role for Coca Cola. The shopper experience was enhanced by a lot due to this campaign.
This campaign gave a clear call to action at the point of purchase for consumers and it was a success. Using a fully integrated campaign helped Coca Cola a lot.
