Open Happiness

Now I may be a little biased because Atlanta is the home of the Coca-Cola Company, but I believe Coke is the world's best-known and most valuable brand. Coke is the world's biggest beverage company, controlling more than half the global market in carbonated soft drinks. I think one of the main reasons they are so successful is because of their strong advertising campaigns; Coca-Cola is acknowledged for some of the most famous campaigns of all times. 

A few years ago Coca-Cola Company came out with their newest global marketing campaign called "Open Happiness." The Open Happiness campaign invited people around the world to refresh themselves with a Coke and continue to enjoy the simple pleasures of life. This campaign was released as result of the struggling economy during the recession. Soft-drink sales had dropped dramatically and Coke had a plan to  increase sales by  reminding people why Coke is special. Coke was hoping that this campaign would target  consumers that were longing for comfort and optimism at a time when the economy was weak. It’s all about inspiring your audience to become an active member for your brand. The objective was to remind people that Coke is always there is offer that small moment of  fun and refreshment. 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." 

This fully integrated campaign includes commercials, online advertising, promotions, print advertising, billboards, digital advertising and music components, just about everything you can think of. They even produced a music video with famous singers Cee Lo Green and Janelle Monae, that exclusively debuted on FOX's American Idol. Even though the recession was weakening Coke financially, they didn't want to "cut back" and take a hit. Coke decided to take a risk and tried to turn the weakening economy into a positive for their company. They spent million and millions of dollars advertising this new campaign; they were determined to make this campaign successful, even in a difficult economy. Coke really understands that keeping up their brand presence is crucial to their large business. The brand equity that they have built over the years is used to launch new campaigns like this to keep up their brand performance

The Open Happiness campaign has been extremely successful since is it was implemented. It has not only been advertised well, but the tagline itself has resulted in a lot of success. It's creative, gets to the point in a few words, has a "ring" to is and has meaning beyond the brand. The tagline sends a great message to consumers that Coke is the genuine taste of happiness.

Atlanta-based beverage giant Coca-Cola is known for coining some of the most memorable slogans of all time. Coca-Cola understands not only the importance of advertising but how to do it successfully.