Coca-Cola’s ‘Open Happiness’ Campaign: Global Advertising Case Study

Summary

The Coca-Cola Company's 'Open Happiness' campaign was launched in 2009 to boost sales of sparkling beverages. Students learn about the campaign's objectives, elements and global rollout.

Campaign Background

Coca-Cola's 'Open Happiness' campaign aimed to refresh people and enjoy life's simple pleasures. The campaign followed 'Coke Side of Life' and was launched during an economic downturn.

Campaign Elements

The 'Open Happiness' campaign included new point of sale, promotions, outdoor and print advertising, digital and music components. The campaign was adapted to suit different countries and their people.

Campaign Rollout

The 'Open Happiness' campaign was launched in various countries. The campaign was adapted to suit the tastes and preferences of the people in those countries.

Campaign Analysis

The document discusses the initial reactions to the 'Open Happiness' campaign. The document also explores ways to make the campaign more effective.

Key terms

Brand image

The perception of a brand in the minds of consumers.

Global advertising campaign

A marketing strategy that promotes a product or service worldwide.

Point of sale

The place where a sale or transaction occurs.

Economic recession

A period of economic decline.

Consumer preferences

The likes and dislikes of people who buy products.

In-store execution

The way a marketing strategy is carried out in a shop.

Questions this document helps with

• How did Coca-Cola adapt 'Open Happiness' for different countries?
• What were the initial reactions to the 'Open Happiness' campaign?
• How can global advertising campaigns be made more effective?

Summary written with AI from the document's text.