Wednesday, 3 April 2013

OUGD501 // Theory to Practice // Coca Cola Ad Campaign Case Studies

On May 8th (the Founders Day), The Coca-Cola Company marked the date that Coca-Cola was first sold in Atlanta, Georgia in 1886. The company is mark its 125th year in through a series of events and celebrations at both headquarters in Atlanta and over 200 countries where it operates. Coca Cola’s celebration in Europe includes a retrospective TV ad, outdoor ads, an online Retro Poster Maker and iconic graphics on-pack. Each element of the campaign will be influenced by the brand’s rich and iconic heritage over the decades, as well as bringing to life its enduring appeal and celebrating 125 years of bringing happiness in a bottle to consumers.

The TV ad features a montage of iconic Coca-Cola ads and imagery from the past 125 years alongside the track ‘I’d Like to Teach the World to Sing’ from Coke’s famous “hilltop” campaign.

Coca Cola packs carry 125th heritage artwork and contain eight free branded fridge magnets.

Captivating outdoor advertising will continue to spread happiness throughout the UK with four creative executions highlighting the 125th anniversary heritage artwork across 96, 48, 12 and 6 sheets as well as digital sites.

A limited edition glass bottle range will also go on sale at Selfridges, including a remake of the original Hutchinsons bottle.

A “Retro Poster Maker” has been designed for Coke Zone, its online loyalty site, which allows visitors to make their own Coca-Cola poster using its advertising archive. The winning design will be displayed on the Piccadilly Sign.

Illuminating 125 years of Cola
Coca Cola is celebrating 125 years in business in style with a spectacular building illumination featuring some of the most amazing Coca-Cola moments of the past 125 years. The multimedia display features a high-resolution cinematic show reaching 26 stories high on all four sides of the Coca-Cola Tower at their headquarters in Atlanta, GA. As a way to thank fans for their support, Coca Cola is lighting up photos from Facebook, Flickr, Twitter, and more.

TV Advertisement for the campaign.

Coke Zero The Swap
Coca Cola in Spain worked with Yelmo Cines, a movie theatre in Madrid, to promote Coke Zero to customers in “El Cambiazo” (The Swap), a stunt which has won a Gold Outdoor Lion at Cannes International Advertising Festival. Consumers who asked for their regular Coca-Cola before going into the cinema were served Coca-Cola Zero, to prove to them that it tastes the same, but without sugar. The black Coca-Cola Zero cup was placed inside a larger red Coca Cola cup. Once the spectators were seated in the cinema the guy who sold them their Coca Cola appeared on the screen, explaining the trick and offering them a free Coca Cola of their choice along with a tub of popcorn for their trouble. 96% accepted this invitation and 43% chose Coca-Cola Zero.

Coca Cola Great Happyfication
Coca Cola has launched the Great Happyfication, an all-singing, all-dancing six-minute animation that distills the secrets of happiness, the latest episode in the Happiness Factory series. A longtime champion of happiness, Coca-Cola has always tried to express a refreshingly positive view of the world, bringing us, among others, “Enjoy Life” (1924), the creation of the Coca-Cola Santa Claus (1931), and more recently “Open Happiness” (2009). The Great Happyfication is set across the epic landscapes of the Happiness Factory, narrated by Pete, a wham-bam-magic-man, and Wendy, the most enthusiastic cheerleader you will ever meet, meeting a glamorous trio of penguins, kissy puppies and a mortar man along the way.

Launched at the World of Coca-Cola attraction in Atlanta in June 2011, the Great Happyfication has now premiered on the global stage on Facebook to over 34 million of Coca-Cola’s Facebook fans, and will be supported by seeding and social media.

Coca Cola Seige
Coca Cola continued the Happiness theme at the 2011 Super Bowl with “Siege”, an animated commercial set in a mythical world. An army of invading ogres is set to storm a castle, bringing out their fire-breathing dragon to destroy their enemies’ defences. What they don’t count on is the Ice Dragon, Coca Cola and fireworks. Sometimes a little happiness is the most effective weapon.

Coca Cola Happiness Truck
Coca Cola has taken the Happiness Machine campaign to new levels with appearances of the Happiness Truck around the world. Over 25 videos around the world took inspiration from the original Happiness Machine, each with the question, “Where will happiness strike next?”. Now we have a Coca Cola delivery truck converted into a happiness machine on wheels delivering “doses” of happiness in the streets of Rio De Janeiro, Brazil, and Marikina City, in The Philippines. See the Where Will Happiness Strike Next site and Facebook hub to follow the truck’s progress.

Coca Cola Happiness Machine
Coca Cola recently took the “Happiness Factory” concept out of the television and into the common room of a New York City university. A specially rigged Coca Cola vending machine was set up overnight in Marilac Hall at St John’s University in Queens, with five hidden cameras ready to catch the action. Next day students were surprised to find that the machine was prepared to break the users pays rule, handing out (literally in some cases) pizza, flowers, extra Coke, balloon animals and a a six-foot sub. The edited video has just gone over 900,000 views since its launch on January 12, 2010.

Students laugh and jump, pass the Cokes and gifts around, and even thank Coke as they hug the vending machine. But the footage is “all real students and real reactions,” according to Christy Amador, digital marketing manager, Coca-Cola global interactive marketing. The video ends with the question, “Where will happiness strike next?” and a message encouraging viewers to “Share the happiness, share the video.”

Coca Cola Happiness Factory
Coca Cola has launched an animated television commercial demonstrating the joys of life behind the scenes in a Coke vending machine. A bearded man pushes a Euro into a coke vending machine. On the inside, the coin rolls down a chute and onto the steep side of a hill. In a scene reminiscent of Robots, the coin is plunged into a waterfall while an empty bottle is carried by flying creatures with rotating blades. The bottle is filled by a tube suspended from a hole in the sky. Fluffy creatures bounce to the filled bottle and kiss it with affection. A lid is catapulted onto the bottle. Next scene is a wintry landscape, complete with snowmen and icicles. The bottle is cooled rapidly and dropped through a hole in the ice. Finally the bottle makes its way through a hero’s parade and rolled out into the vending machine chute. The young man removes the bottle, takes a swig, looks back in wonder before walking off into the traffic. The super: “The Coke side of life”.

Share a Coke and a Song
Coca Cola has launched “Share a COKE and a Song”, an advertising campaign partnering with Universal Music and Spotify to encourage Australians to relive special moments in their lives and reconnect with friends and family by sharing a COKE and a song. Since 17th September, selected COKE, diet COKE and COKE ZERO packs have hit shelves around Australia, featuring a year from the introduction of COKE in Australia in 1938 to the present day. Consumers are invited to share a COKE and one of 50 popular songs from that year via Facebook, Twitter or email, unlocked by scanning the QR code or visiting the URL on the COKE pack.

COCA-COLA is sponsoring X-Factor with television commercials and various in-program elements, while branded content will be integrated into Channel V, Max and MTV programming.

Three out-of-home billboards, each featuring the line of a song and a bottle of COKE with the year the song was released and the tagline ‘Share a COKE and a song from…’, bring to life memorable moments that could be marked by music: a music festival ‘I gotta feeling’; a pool party ‘The heat is on’ and a first kiss ‘How sweet it is’

A television commercial follows a young girl at a music festival as she is lifted above the crowd to view the stage, experiencing a memorable moment that she will forever connect to the song being played. Click on the image below to play the Share a Song commercial in YouTube (HD)

Coke Side of Life
Advertising Agency: Publicis Mojo, Auckland
Creative Director: Nick Worthington
Copywriter: Guy Denniston
Art Director: Emmanuel Bougnerers
Year: 2007

Coca Cola Coming Together
Coca-Cola has launched “Coming Together”, an integrated advertising campaign in the USA extending the “Live Positively” project, focusing on the company’s efforts to tackle the issue of obesity. A two minute commercial, “Coming Together”, outlines the company’s attempts to reduce the calories consumed by users of Coca Cola products, in collaboration with schools and other organisations. The ad points out that of 650 products on the market 180 are low and no calories choices. The average calories per serving has been reduced by 22 percent. Beverage calories consumed in schools has been reduced by 90 percent. The campaign is online at, with further information on innovation, education and action.

Coca Cola Open Happiness
Open Happiness is a global marketing campaign for The Coca-Cola Company that was rolled out worldwide in the first half of 2009, following the company's "Coke Side of Life" advertising campaign. It was developed by the Wieden + Kennedy creative agency.

The campaign was launched on the reality television series American Idol on January 21, 2009, and rolled out to other national markets over the following weeks. In the United States, commercials following the Open Happiness theme appeared during NBC's broadcast of Super Bowl XLIII on February 1, 2009, and during ABC's broadcast of the 81st Academy Awards on February 22, 2009. Marketing for The Coca-Cola Company based on the Open Happiness theme also appeared in the United States as print ads in newspapers, in television commercials, in outdoor advertising, and in in-store advertising.

The open happiness campaign as been running since 2009, each time it is used again it has been re thought and a new concept has been developed to promote this campaign. Each time the same message and communication has been used. 

It was used to promote London 2012 - this was the open happiness campaign. 

Again these were used in 2012 as part of the open happiness campaign. This just shows that if you have a good concept for a campaign it can keep on running year after year, just with different ideas on how to communicate it. 

Coca Cola Polar Bears
In 1993, our iconic polar bears settled down in front of a film with a Coca-Cola - with a cool twist. The animated TV advert, 'Northern Lights', featured the polar bears watching the aurora borealis (their 'movie') and drinking from chilled bottles of Coca-Cola.

Our furry friends are now back again in 2013 for a series of wintry adverts featuring the iconic Coca-Cola slogan 'Open Happiness'.

2013 new updated polar bear ads. 

Coca-Cola Canada is changing the colour of its iconic red can in the “Arctic Home” campaign, raising awareness and funds for WWF efforts to protect the polar bear’s habitat. Coca-Cola will contribute $2 million to WWF over the next five years, and through the “Arctic Home” campaign, will match consumer donations made until March 15, 2012, up to $1 million USD.

Arctic Home commercial for 2013. 

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