Coca-Cola "Open Happiness" Campaign

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Introduction Contd...

The campaign which was rolled out throughout the first half of 2009 in markets around the world, included new point of sale, promotions, outdoor and print advertising, and digital and music components. The campaign was launched with the aim of increasing sales of sparkling beverages3 and targeted customers who longed for comfort and optimism at a time when the weakened economy was sapping soft drink sales. The new tag line "Open Happiness" served as a platform for all the integrated marketing for the Coca Cola brand around the world. Established in 1886, Coca-Cola Company is one of the largest beverage companies in the world with nearly 500 brands and 3,000 beverage products.

These products include sparkling and still beverages⁴, such as waters, juices and juice drinks, teas, coffees, sports drinks, energy drinks and soy and value-added dairy. In 2008, carbonated soft drinks accounted for 83% of Coca-Cola Company's portfolio with key brands including Coca-Cola, Sprite and Fanta. Non-carbonated beverages comprised the remaining 17% of its portfolio and included brands such as Powerade, Dasani, and Minute Maid.⁵...

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3] Sparkling beverages are nonalcoholic ready-to-drink beverages manufactured through the carbonation method wherein carbon dioxide is added to the drinks for a 'bubbly' effect. Some of the sparkling beverages manufactured by the Coca-Cola Company include Coke Classic, Sprite, Fanta and Coke Zero.

4] Still beverages are nonalcoholic beverages manufactured without carbonation such as noncarbonated waters, flavored waters and enhanced waters, juices and juice drinks, teas, coffees and sports drinks.

5] http://finapps.forbes.com/finapps/BuyHoldSellAnalysis.

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