This month the Coca-Cola Company will premiere its latest activity under the ‘Open Happiness’ strap-line.
Aiming to recruit a new generation of consumers, the new Coca-Cola creative that aims to capture the ‘Open Happiness’ philosophy of optimism, positivity and inspiration, will feature digitally and then across TV, cinema and outdoor advertising.
The 30 and 60 second spots feature adventurous ladybirds, butterflies, bees and beetles in a summertime world, “bringing to life the ‘Open Happiness’ proposition in a fairytale outdoor setting”.
Set to the soundtrack of the Peter and the Wolf March, the bugs work together, kidnapping a closed bottle of Coca-Cola from its resting owner.
Maneuvering the bottle through a natural environment, they discover a beetle equipped to open the Coca-Cola, aiming to demonstrate the lengths people will go to open Coca-Cola.
Breaking online from 4th February across sites including video on demand providers, the creative hopes to reach key teen online environments.
A month long takeover of the brand’s loyalty website Coke Zone will also allow users to pick up a selection of prizes, such as iPods and phone credit.
Coke Zone newsletters and emails to teens and young adults will be sent in a bid to further engage consumers.
Selena Taylor, Trade Communications Manager at Coca-Cola Enterprises, commented:
“We’re thrilled to be beginning 2011 with an invigorating new campaign under the ‘Open Happiness’ umbrella, stirring consumers out of their winter blues and fast-forwarding them to thoughts of summer.
“We’re confident that the fun new campaign will help to increase awareness for Coca-Cola, boosting trial and further Soft Drink sales for retailers.”