Case Presentation

COCA COLA
COCA COLA
Coca-Cola’s “Open Happiness”
Campaign: A Model for Global
Marketing?

COCA COLA
COCA COLA
Introduction
Campaign Launch:
● Coca-Cola launched its global marketing campaign, "Open Happiness," in
Tanzania on April 21, 2011, to enhance brand awareness and popularity among
consumers.
● The campaign in Tanzania included various elements such as concerts, radio,
and television adverts, dancing mobs, regional concerts, sampling activities,
and countrywide caravans.

Campaign Objective:
● The campaign was developed by the global advertising agency McCann and
Erickson and first aired during the American Idol show in the US on January 21,
2009.
● The campaign aimed to promote positivity, optimism, and fun by associating
the act of opening a bottle of Coke with sharing happiness.
Marketing Components and goals:
● The campaign involved various marketing components including outdoor and
print advertising, promotions, digital and music components, and new
point-of-sale strategies.
● Coca-Cola aimed to increase sales of its carbonated beverages and deliver
$500 million in savings by the end of 2011 through the success of the
campaign.

Potential Challenges:
● Few experts raised concerns about the potential loss of effectiveness over time
due to repetitive messaging and emphasized the importance of product taste in
attracting customers.
Background Note

Invention and Early Sales:

● John Smith Pemberton, an Atlanta-based pharmacist, invented Coca-Cola
in 1886. In its first year, sales were modest, with only nine glasses sold
per day.
● Coca-Cola advertised in newspapers, the slogan "Drink Coca-Cola"
accompanied the advertisement, marking the beginning of the company's
advertising efforts.
Acquisition and Expansion:
● In 1888, Asa Griggs Candler bought the Coca-Cola Company and
implemented changes to make the drink more family-oriented. Under
Candler's leadership, aggressive promotion and innovative advertising
strategies were employed, leading to significant growth and popularity,
particularly in the US and later in Canada.
Introduction of Slogans:
● Coca-Cola's advertising strategy incorporated catchy slogans and jingles,
such as "The Pause That Refreshes" in 1929, which became integral to its
marketing campaigns.
 ● In the 1950s, Coca-Cola included television commercials, Memorable slogans like
"Sign of Good Taste" and "Be Really Refreshed" were introduced during this period.
Global Marketing Efforts:
● Coca-Cola's advertising campaigns became increasingly global, incorporating local
tastes and cultures while maintaining a consistent brand identity. Campaigns like
"Always Coca-Cola" in 1993 and "Coca-Cola. Enjoy." in 2000 emphasized emotional
connections with consumers worldwide.
THE ‘COKE SIDE OF LIFE’ CONCEPT
Problem
Coca-Cola's carbonated soft drink sales, especially Coke Classic,
were declining in the US due to:
● Lackluster marketing
● Growing health concerns about sugary drinks and obesity

Solution:
Coca-Cola launched the "Coke Side of Life" campaign in 2006 to:
● The―Coke Side of Lifeǁ campaign invited people to choose
Coke and look on the positive side of life.
● The objective of the campaign was to make Coke more
relevant to customers by creating a multi-cultural platform
in markets across the world.

Outcome:
The campaign ran for three years but failed to significantly boost
sales due to:
● Challenges in translating the message across cultures
● Lack of focus on product benefits and youth connection
THE ‘COKE SIDE OF LIFE’ CONCEPT
The campaign faced further challenges from:
○ Increasing competition from non-carbonated drinks like
bottled teas and vitamin-based waters.
○ The global economic recession
○ Consumer shift towards healthier alternatives
THE “OPEN HAPPINESS” CONCEPT
Launch and Success of the Happiness Factory Campaign:
Introduced in 2006 as part of the "Coke Side of Life" campaign, the Happiness Factory
advertisements depicted a fantasy world inside a Coke vending machine. The ads aimed
to promote optimism and positivity, garnering critical acclaim and awards globally.

Introduction of the "Open Happiness" Campaign:

Building on the success of the Happiness Factory, Coca-Cola launched the "Open
Happiness" campaign, focusing on the theme of refreshing oneself with Coke and
enjoying life's simple pleasures. The campaign was a result of a six-month initiative called
"Project Next" aimed at improving marketing strategies.
Coke’s Happiness Factory
Commercials
 Music Collaboration:
Music played a central role in the campaign, with Coca-Cola
collaborating with Warner Music Group's Atlantic Records to
create a theme song featuring well-known artists. Different
versions of the song were released in various markets, adapting to
local languages and cultures.

Continued Success and Expansion:

The Open Happiness campaign continued to evolve with
new ads released in 2011, capturing themes of optimism,
positivity, and inspiration. Coca-Cola also launched a new
musical television commercial titled "Walls" as part of the
campaign, featuring interactive elements and engaging
teenagers across different markets.
Global Platform
 Middle East
Cultural Adaptation:
● Partnering with a popular Lebanese singer, Nancy Ajram, to create a regional
version of the campaign song sung in Arabic ("Eftah Tefrah"). This resonates
with local music preferences and cultural familiarity.

Engagement and Interaction:

● Encouraging consumer participation by running a contest for uploading video
of personal interpretations of the campaign song. This fosters emotional
connection and brand ambassadorship.
● Generating buzz and publicity through Guinness World Record attempts within
the region, like the "most people opening a Coca-Cola bottle simultaneously."

Visibility and Reach:

● Securing the biggest billboard in the Middle East for maximum visual impact
and brand awareness.
● Utilizing various communication channels like online, print, outdoor, and music
to reach diverse audiences.
 United Kingdom
Celebrity Influence:
● Featured Calvin Harris: Partnering with a popular Scottish DJ and
producer, Calvin Harris, to create an exclusive campaign song ("Yeah
Yeah Yeah La La La") leveraged his fame and music to appeal to younger
audiences.

Integrated Marketing Mix:

● Multi-channel approach: Utilizing various communication channels like
television commercials, digital ads, outdoor advertising (including iconic
Piccadilly Sign), and on-pack promotions to reach a diverse audience
across different touchpoints.

● Online engagement: Creating a dedicated "Coke Zone" online platform

offering free music downloads and prize contests fostered brand
interaction and engagement.

Limited Edition Product:

● Selfridges Centenary bottle: Launching a limited-edition glass bottle in
collaboration with luxury department store Selfridges celebrated their
100th anniversary, creating a sense of exclusivity and collectability.
 Singapore
Local Talent:
● Featured local artists: Partnering with Singaporean pop stars Derrick Hoh
and Jocie Guo to sing the campaign song ("Open Happiness") resonated
with local audiences and provided cultural relevance.

Interactive Elements:
● Dedicated website: Creating an interactive website offered unique content
and engagement opportunities for teenagers, a specific target
demographic.
● Community singing kiosks: Setting up kiosks in a popular shopping district
allowed consumers to participate in creating personalized photo memories
around the campaign theme, fostering brand interaction and social sharing.

Multi-channel Promotion:
● Integrated media mix: Utilizing various channels like TV, online, radio, print,
outdoor, and cinema ads ensured wide reach and impact across different
audience segments.
● Partnerships: Collaborating with convenience stores and radio stations for
joint promotions expanded reach and leveraged pre-existing customer
connections.
 South Africa

● In South Africa, the campaign coincided with the 2009

FIFA Confederations Cup, featuring a new TV
commercial called "The Ultimate Goal." This involved
integrating the campaign with major sports events to
reach a broader audience.

United States of America

● In the US, Coca-Cola targeted Hispanic consumers
with the "Unleash Your Dreams" campaign, which
included tailored marketing elements like new point
of sale displays, consumer promotions, television,
radio, print, digital, and music components.
 China
Leveraging Local Celebrities:
● Partnering with renowned Taiwanese singers Wang Leehom and A-Mei to
sing the campaign song ("Open Happiness") ensured cultural relevance and
tapped into the popularity of these celebrities, resonating with Chinese
audiences.
Multilingual Approach:
● Adapting the campaign song to Mandarin, the primary language spoken in
China, ensured accessibility and engagement with a wider audience.
Integrated Marketing Drive:
● Utilizing various channels like music charts, press releases, and potentially
other marketing activities created a coordinated effort to amplify the
campaign's reach and impact.
Positive Messaging:
● Aligning with the broader "Open Happiness" theme, the campaign focused
on positive attributes to connect with Chinese consumers' aspirations and
cultural values.
 India
Local Content Creation:
● Created original content like the "Invisible Bottle" campaign, tailored to
resonate with Indian audiences and cultural nuances.

Youth Focus:
● Emphasized connecting with the youth segment, recognizing their
importance in the market.
● Roped in popular Bollywood star Imran Khan as brand ambassador for
increased appeal and relatability among target audience.

Emotional Connection:
● Aimed to create a strong emotional connection by associating Coca-Cola
with happiness, fun, and shared experiences.

● Emphasized the physical coolness and refreshment of the drink through

campaigns like "Brrrrrr" to trigger positive associations.
The OUTCOME
1. Mixed Consumer Response:
○ The "Open Happiness" campaign generated a mixed response
among consumers.
○ Some believed it effectively connected with consumers and
achieved its goals. Others felt it lacked the influencing power to
compel people to purchase Coca-Cola.

2. Brand Identity and Recognition:

○ Despite mixed reviews, Coca-Cola successfully maintained its
brand identity on a global scale.
○ Interbrand's 2010 "100 Best Global Brands" ranked Coca-Cola as
the leading brand worldwide with a value of US$ 70,452 million.
The OUTCOME
3. Financial Performance (2010):

○ Coca-Cola experienced positive financial results in 2010.

○ Net operating revenues increased by 13% from US$ 30,990 million in 2009
to US$ 35,119 million in 2010.
○ Gross profit also increased by 13%, rising from US$ 19,902 million in 2009 to
US$ 22,426 million in 2010.. There was a significant 73% change in net
income attributable to shareholders from 2009 to 2010.

4. Global Volume Growth (2010):

○ Coca-Cola achieved a 5% increase in worldwide volume growth in 2010.

○ Growth percentages varied across regions: 14% in Eurasia and Africa, 5% in
Latin America, 2% in Europe, 1% in the Pacific, and 8% in North America.
Road AHEAD
1. Continuation of "Open Happiness" Campaign:
○ In 2011, Coca-Cola planned to launch more ads under
the "Open Happiness" campaign, celebrating the 125th
anniversary of the company.
○ The new ads aimed to express a positive and optimistic
view of life, aligning with the legacy of previous
Coca-Cola campaigns.

2. Digital Strategy:
○ Coca-Cola intended to link the brand to happiness
through digital media.
○ By the end of 2010, Coca-Cola had a significant digital
footprint, with over 5.6 million fans on its Facebook
brand page and more than 15.5 million members on
the My Coke Reward site.
 3. Brand Proposition and Tagline Criticism:

○ Some experts argued that "The Real Thing"

was the best tagline for Coca-Cola, and
experimenting with slogans like "Open
Happiness" might dilute the brand's
strength.
○ Critics pointed out similarities with a rival
brand, Pepsi, and suggested that "The Real
Thing" was an unassailable position for the
brand. Road Ahead
4 . Traditional Media Presence:

○ The company expressed confidence in

continuing to rely on traditional media,
particularly major events like the Super Bowl
or American Idol, to promote the brand.
○ The CEO of Consumer Edge Research LLC
highlighted Coca-Cola's significant presence
in both social media and traditional media.
Conclusion
1. Financial Investment and Marketing Attempts
2. Global Advertising Strategy
3. Questions and Concerns
Thank You….