Coca-Cola’s “Open Happiness” Campaign: A Model for Global Marketing?

            
 
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Case Details:

Case Code : MKTG271
Case Length :18 Pages
Period : 2009-2011
Pub Date : 2011
Teaching Note : Not Available
Organization : Coca-Cola Company
Industry : Beverages
Countries : 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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"Coke had become wallpaper in the US. It had a potent, latent equity that we had to release. Our job was to contemporize the brand, reinterpret it to a new generation, and make it culturally relevant."1

-Pio Schunker, senior vice president for Creative Excellence, Coca-Cola, North America, in 2009

Introduction

On April 21, 2011, US-based beverage giant The Coca-Cola Company (Coca-Cola) launched its global marketing campaign “Open Happiness” in Tanzania to create awareness and improve the brand’s popularity amongst consumers there. The company kick-started the campaign by organizing a concert in Dar es Salaam2 followed by similar events in other major towns. According to Christina Maina, Senior Brand Manager, Coca-Cola Tanzania, “This campaign brings open happiness to life through radio and television adverts and creates even more inspiration and excitement on the ground through experiential activities which include the dancing mob, regional concerts, sampling Coca-Cola to consumers, and countrywide caravan."3 Earlier, Coca-Cola rolled out

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

the “Open Happiness” campaign in its home country, the US, and other international markets such as Britain, India, China, and the Middle East.

Introduction cont... - Next Page >>


1]“Creativity Works: Coca-Cola,” www.dandad.com, 2009.
2]Dar es Salaam is one of the largest cities in Tanzania.
3]Ashery Mkama, "Tanzania: Coca-Cola Launches Marketing Campaign," www.allafrica.com, April 21, 2011.


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