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

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Case Details:

Case Code : MKTG271
Case Length :18 Pages
Period : 2009-2011
Pub Date : 2011
Teaching Note : Not Available
Organization : Coca-Cola Company
Industry : Beverages
Countries : 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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Introduction cont...

Launched in 2009, the “Open Happiness” campaign was a new brand positioning for its iconic drink Coke. The idea behind the campaign was to invite people around the world to bring positivity, optimism, and fun into their lives by opening a bottle of Coke and sharing a little happiness. Developed by the global advertising agency McCann and Erickson , the campaign was first aired in the US during the American Idol show on January 21, 2009. The campaign, which was rolled out throughout the first half of 2009 in other markets around the world, included outdoor and print advertising, promotions, digital and music components, and new point of sale.

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According to some experts, Coca Cola successfully implemented the “Open Happiness” campaign through several unique and engaging platforms. The campaign was built on the brand’s reputation for innovation, integrity, and satisfaction. Analysts were of the view that the success of Coca-Cola’s “Open Happiness” campaign would strengthen the company’s position in the global beverages market, increase the sales of sparkling beverages, and improve the overall brand health. The company planned to deliver US$500 million in savings by the end of 2011 by increasing the sales of its carbonated beverages. According to Muhtar Kent, CEO of Coca-Cola Company, “The campaign is successfully connecting the brand with key target audiences, teens and moms, driving recruitment and retention,”

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4]McCann Erickson, a part of the world’s largest communication network McCann Worldgroup, is a global advertising agency
5]Launched in 2002, American Idol is a solo music talent hunt and one of the most popular reality TV shows in the US.
6]“‘Open Happiness’ and Enjoy Life’s Simple Pleasures with Coca-Cola,” www.coca-cola.com, January 21, 2009
7]Natalie ZMuda, “Ad Age: Coke Says ‘Open Happiness’ Drives Soda Gains Abroad,” www.mediabrandsww.com, April 21, 2009.

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