Coca-Cola Entices Consumers To 'Open Happiness' This February
Integrated communications campaign set to build on 2009 success
This February, Coca-Cola Great Britain (CCGB) launches an exciting multi-million pound campaign under the 'Open Happiness' platform. The fully integrated campaign aims to capture the essence of what 'Open Happiness' stands for - optimism, positivity and inspiration - and brings to life the idea 'Open a Coke, Open Happiness'. Comprising a TVC, on-pack promotion, digital activity, and high-impact outdoor advertising, the campaign will target consumers via multiple touchpoints.
In the first stage of activity, the iconic 'Happiness Factory' ad from 2006 - one of the most successful ads of the past three years - makes a welcome return to our TV and cinema screens, running from February to April. Created by Wieden + Kennedy and animation agency Pysop, the 30 second execution brings the idea of 'happiness' to life, taking the audience into the magical fantasy world inside a Coca-Cola vending machine, which appears as a land full of wondrous characters and spectacular landscapes. Alongside this, a series of uplifting, high-impact 96 sheet outdoor ads will also be unveiled in February.
Further weight is added to the campaign with on-pack and digital activation encouraging consumer interaction and driving relevance and recency with competitions running on 300ml, 500ml, and 2L Coca-Cola and Coke 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 Coke Zone, where entrants will be directed. Engaging a new generation of consumers, the teen targeted digital campaign will utilise Facebook and Bebo as an additional means to directing traffic to the Coke Zone site.
Cathryn Sleight, Marketing Director for CCBG, 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."
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For further information please contact: Jessica Silver, Lexis PR - 020 7908 6545 / jsilver@lexispr.com. Mel Bryant, Lexis PR - 020 7908 6542 / mbryant@lexispr.com
Notes to Editors
About Coca-Cola Great Britain
'Coca-Cola' remains one of the most successful and innovative brands in the world today. On-going brand and product innovation continues to reinforce this position of leadership in the soft drinks category. In the latest 52 week period 'Coca-Cola' trade mark has had a fantastic year with retail value sales growing by 4.9% to £542.3 million. The My Coke portfolio (which includes 'Coca-Cola', 'Diet Coke' and 'Coca-Cola Zero') experienced retail sales of £1.02 billion in the same period with growth of 4.5% in value and 4.2% in volume versus the previous year. 'Diet Coke' sales stand at £421 million with growth of 5.2% versus last year. Meanwhile, 'Coca-Cola Zero', which has been hailed as the biggest NPD launch in over 20 years, is now worth £56.3m showing fairly static value change versus last year but volume growth of 1.7%. (Nielsen Total Coverage 52 w.e 02.01.10).
