Abstract

The case is about Atlanta-based beverage giant Coca-Cola Company’s (Coca-Cola Company) global integrated advertising campaign “Open Happiness”. The campaign was launched in the first half of 2009 in markets around the world with the aim of increasing sales of sparkling beverages of the Coca-Cola Company. At a time when the weakened economy was sapping soft drink sales, the “Open Happiness” campaign invited people around the world to refresh themselves with a Coke and continue to enjoy the simple pleasures of life. The case discuses the various campaigns launched by the Coca-Cola Company over the years and the role played by these campaigns in enhancing the brand image of Coca-Cola. The case also focuses on the “Coke Side of Life” launched in 2006 to revive sales of Coca-Cola. The “Coke Side of Life” campaign invited people to choose Coke and live positively. The objective of the campaign was to make Coke more relevant to customers by creating a multi-cultural platform in markets across the world. With the global economic recession and with consumers drifting towards non-carbonated drinks, the company was facing many difficulties. In order to boost its sales, the company decided to create a new campaign and roll it out globally. The case discusses in detail the objectives and various elements of the “Open Happiness” campaign which included new point of sale, promotions, outdoor and print advertising, digital and music components. The case details the launch of the campaign in various countries and how it was adapted in accordance with the tastes and preferences of the people in those countries. The case also discusses the initial reactions to the “Open Happiness” campaign. Some analysts felt that the campaign might be successful in achieving its objective as it was able to extend the reach of Coca-Cola to wider markets while others were apprehensive that it would not succeed.. The case concludes with thoughts on how the global campaign could be made more effective so that it strikes the right chord with its consumers in different countries.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Study the branding strategies adopted by of Coca-Cola Company over the years and how the campaign has evolved over the years. Understand the role played by its advertising campaigns in ‘Coca-Cola’ consistently maintaining its No.1 position among global br

Keywords

Global marketing campaign, Marketing communication, Advertising strategy, Global integrated ad campaign, Innovative marketing campaigns, Advertising slogans , Coca-Cola ad campaigns, "Project Next", "Open Happiness" campaign, "Coke Side of Life", Carbonated Soft Drinks, Sparkling beverages, Coca-Cola Company, Coca-Cola, Coke, PepsiCo, Pepsi