Abstract

The case is about Atlanta-based beverage giant Coca-Cola Company’s (Coca-Cola) 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 Coca-Cola. 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 discusses the various campaigns launched by the Coca-Cola Company over the years and the role played by these campaigns in enhancing Coca-Cola’s brand image. The case discusses in detail the objectives and various Ielements of the "Open Happiness" campaign which included new point of sale, promotions, outdoor and print advertising, and digital and music components. The case details the launch of the campaign in various countries and discusses whether it was successful in achieving its objective.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Study the branding strategies adopted by of Coca-Cola over the years.
• Understand the role played by its advertising campaigns in 'Coca-Cola' consistently maintaining its No.1 position among global brands
• Understand issues and challenges involved in creating and rolling out a global advertising campaign.
• Discuss and debate whether the “Open Happiness” campaign would be able to achieve its objectives.
• Explore ways in which the company could make its “Open Happiness” campaign more effective.

Keywords

Brand management, Global communication, Global branding, Global advertising campaign, Global marketing, Multi-cultural marketing, Brand communication, Brand identity, Brand proposition, Brand position, Brand equity