Coca-Cola "Open Happiness" Campaign


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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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Please note:

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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Excerpts Contd...

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...

Exhibits

Exhibit I: Coca-Cola Slogans
Exhibit II: Coca-Cola Company-Timeline
Exhibit III: Coca-Cola Company-Summary of Operations
Exhibit IV: Images from the "Open Happiness" Campaign
Exhibit V: "Open Happiness" Programs for Hispanic Consumers
Exhibit VI: Best Global Brands 2008
Exhibit VII: A Note on the Global Carbonated Beverages Market

  

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