Coca-Cola "Open Happiness" Campaign
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Case Details:
Case Code : MKTG228
Case Length : 28 Pages
Period : 2008-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : The Coca-Cola Company
Industry : Consumer packaged goods / Beverage
Countries : USA; Global
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts
Background Note
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The Coca-Cola drink was invented by John Smith Pemberton (Pemberton), an Atlanta-based pharmacist. The beverage was named Coca-Cola by Frank M. Robinson (Robinson), Pemberton's book-keeper, as it contained extracts of Coca leaves and Kola nuts...
"Coke Side of Life"
According to Beverage Digest, industry wide sale volume of Coca-Cola Company's carbonated soft drinks particularly Coke Classic slipped by 2% in 2005 in the US for the first time since 1985. It was reported that about 85% of the company's US$4.8 billion revenue in 2005 was from its core drink Coke and other carbonated beverages including Diet Coke, Coke Zero and Coke with Lime...
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"Open Happiness" - Enjoying Life's Simple Pleasures
On January 21, 2009, Coca-Cola Company came out with a new global integrated marketing campaign called the
"Open Happiness" campaign. Built on the lines of the Coca-Cola's earlier campaign,
'Coke Side of Life', the "Open Happiness" campaign invited people around the world to refresh themselves with a Coke and continue to enjoy the simple pleasures of life...
Music and Online Elements
Music played a central role in the "Open Happiness" campaign. Coca-Cola Company teamed up with Warner Music Group's Atlantic Records to create a new music track featuring some of the well known artists from the worlds of rock, pop and hip hop...
Excerpts Contd...
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