Kalpana Heliya
Par 100 posts (V.I.P)
Introduction
On January 21, 2009, Atlanta-based beverage giant The Coca-Cola Company (Coca-Cola Company) launched a global integrated advertising campaign called "Open Happiness" for its iconic drink Coke. The campaign was planned to be an extension of Coca-Cola's earlier campaign "Coke Side of Life," introduced in 2006. The idea behind the "Open Happiness" campaign was "Enjoying life's simple pleasures". Commenting on the campaign, Joe Tripodi (Tripodi), chief marketing and commercial leadership officer, Coca-Cola Company, said, "It's really a statement about the little simple joys. Our brand isn't here to solve world peace or fix the economy. We represent a small moment or small pleasure in a sometimes very stressful or difficult day for people."
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
Background Note
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...
"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...
The Global Platform
"Open Happiness" considered as the new global platform for all integrated marketing for brand Coca-Cola was rolled out across the US and Western Europe, Middle East as well as India in the first half of 2009 and would continue across the globe...
Initial Reactions
Over the years Coca-Cola has maintained a strong brand identity in the global market. It is one of the biggest brands in the world with a powerful positive image in the minds of the customers. In many countries, Coca-Cola is the market leader mainly because of its appealing advertising strategies and a highly efficient distribution system...
Looking Ahead
Experts said that the campaign might gain momentum once it was rolled out in all the key markets globally and might turn out to be more successful than the "Coke Side of Life" campaign. Talking about the key differences between the two campaigns, Drohan said, "It's moved quicker globally. Probably over two-thirds of our volume is now covered after less than six months with over 80 countries...
source: icmrindia.org
On January 21, 2009, Atlanta-based beverage giant The Coca-Cola Company (Coca-Cola Company) launched a global integrated advertising campaign called "Open Happiness" for its iconic drink Coke. The campaign was planned to be an extension of Coca-Cola's earlier campaign "Coke Side of Life," introduced in 2006. The idea behind the "Open Happiness" campaign was "Enjoying life's simple pleasures". Commenting on the campaign, Joe Tripodi (Tripodi), chief marketing and commercial leadership officer, Coca-Cola Company, said, "It's really a statement about the little simple joys. Our brand isn't here to solve world peace or fix the economy. We represent a small moment or small pleasure in a sometimes very stressful or difficult day for people."
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
Background Note
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...
"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...
The Global Platform
"Open Happiness" considered as the new global platform for all integrated marketing for brand Coca-Cola was rolled out across the US and Western Europe, Middle East as well as India in the first half of 2009 and would continue across the globe...
Initial Reactions
Over the years Coca-Cola has maintained a strong brand identity in the global market. It is one of the biggest brands in the world with a powerful positive image in the minds of the customers. In many countries, Coca-Cola is the market leader mainly because of its appealing advertising strategies and a highly efficient distribution system...
Looking Ahead
Experts said that the campaign might gain momentum once it was rolled out in all the key markets globally and might turn out to be more successful than the "Coke Side of Life" campaign. Talking about the key differences between the two campaigns, Drohan said, "It's moved quicker globally. Probably over two-thirds of our volume is now covered after less than six months with over 80 countries...
source: icmrindia.org