Indiantelevision.com Team

(24 January 2009 10:00 pm)

MUMBAI: Building on the Coke Side of Life campaign, Coca-Cola has launched its new global campaign 'Open Happiness' with an aim to serve as a platform for all its integrated brand marketing.

The television spots for the campaign will be aired in the following weeks, including during the broadcasts of the Super Bowl on NBC and the Academy Awards on ABC, states the beverage company.

The fully integrated campaign - including new points of sale, promotions, outdoor and print advertising, digital and music components - will roll out throughout the first half of 2009 in markets across the globe.

Coca-Cola chief marketing and commercial leadership officer Joe Tripodi says,"Open Happiness is an evolution of the Coke Side of Life, a campaign that featured commercials such as Video Game, Happiness Factory and It’s Mine and was used as the primary marketing platform in nearly every one of the more than 200 countries around the world where Coca-Cola is sold."

Adding further he says, "The new campaign will continue to invite people to bring positivity, optimism and fun into their lives through engaging creative and an updated message. The campaign also was developed to provide a clear role for Coca-Cola, setting the stage for a rich in-store and shopper experience."

Coca-Cola US CMO Katie Bayne says, "Central to Open Happiness is the simple notion of enjoying an ice-cold Coca-Cola and taking a small break from the day to connect with others. With this new campaign, that’s exactly what we’re inviting people to do more often -- open a Coke and share a little happiness."

The global campaign was developed in partnership with Wieden + Kennedy, the global agency for brand Coca-Cola since 2006.