Coca – Cola Open Happiness

• “Open happiness campaign”

• Introduced in 2009.

• Celebrating and cherishing the aspect of

happiness.

• Invitation to happiness.

• Sharing happiness by offering a bottle.

• A deviated path from direct selling.

Small World Machines

• Developed by Leo Burnett Agency.

• Project leader ; Jacky Jantos Tulloch.

• Duration: 3.01 minutes.

• Released on social media.

• March 2013.

• Two machines - South Dehli and Karachi.

Picturization

• Hundreds of people, of all ages used the small worlds machines for the first time.

• The machine has full body touch screen invented for the campaign and allows eye to eye contact and physical interaction.

• To use the machine, People from both countries had to actively engage with each other sending messages of peace and happiness.

• Each was rewarded with a can of coke featuring the language of the two nations.

Slogans

• “make love instead of war”

• “what unites is stronger than what set us apart”

Motive

• To provoke happiness and promote cultural

understanding.

Message

• Coca cola brought people together, despite

their differences.

• They are trying to advertise coke through a

public service message – sharing is caring.

Propaganda

• Bandwagon propaganda – tell the consumer to

join their side, as if the product itself will add

some sort of enrichment to their life.

• Glittering generalities propaganda – coke ad

do not say why the consumer should “open to

happiness”.

Symbolism

• The ad presents coca cola as a symbol of unity.

• Coca cola is there to unite peoples.

• Coke played on the human desire for a better

world – a world in which people from diverse

ethnic and racial backgrounds can live

together.

Target Audience

• All coke consumers regardless of the various

demographic features the consumers may

belong to.

• The company is not forcing the consumer to

buy the product.

• They are giving a free hand, if they think a

bottle of coke can spread happiness then they

should go for it.

Background Score

• Catchy tone.

• Connection of music with visual.

• Message of unity, commonality and

togetherness.

Creative Strategy

• Brand image.

• Its all about Coke and its consumer centered

image depicting that consumers are at the heart

of whatever coke does.

• The slogan open happiness is a witness to this

fact.

Best part of the Advertisement

• Portrayed a strong message in such a simple

way.

• It makes one see both the nation as one, where

all races are equal and for a change, promote

harmony.

• The strategy used was ideal for that time and

age.

Success of this Advertisement

• The highest shared story in the history of

cocacola.com

• The effort reached more than 20 million

facebook and twitter users.

• 2.5 million youtube views.

• It can bring smile on every faces.

• Enlightens spirit of patriotism.

• Evokes the sense of spreading love and

happiness and sharing in every individual.

Conclusion

• The Pakistan is one of the few places where

Coca-Cola does not have a absolute

stranglehold on market share.

• Coke claims close to 60percent of India's

market and 32 percent share of Pakistan's,

where it is second to Pepsi. (before this ad, it

was 24%).

Thanks for watching…

Jansher Chakkittammal