Coca-Cola "Open Happiness" Campaign
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ICMR HOME | Case Studies Collection
Case Details:
Case Code : MKTG228
Case Length : 28 Pages
Period : 2008-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : The Coca-Cola Company
Industry : Consumer packaged goods / Beverage
Countries : USA; 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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"Throughout its history, Coca-Cola has always tried to
express a refreshingly positive view of the world. Open Happiness builds on that
heritage, recognizing that even with the difficulties and stress of modern-day
life there still are opportunities, every day, to find a moment to recognize
life's simple pleasures. This new campaign reminds people that Coke is always
there to offer that small moment of fun and refreshment when you need it."
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- Joe Tripodi (Tripodi), chief marketing and commercial leadership officer, The Coca-Cola Company, in 2009.
Introduction
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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."2
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Coca-Cola "Open Happiness" Campaign
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