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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Excerpts

Background Note

The credit for inventing the Coca-Cola drink goes to John Smith Pemberton (Pemberton), an Atlanta-based pharmacist. He mixed coca leaves and Kola nuts to prepare a new kind of drink.

The ‘Coke Side of Life’ Concept

According to Beverage Digest, the industry-wide sales volume of Coca-Cola Company’s carbonated soft drinks, particularly Coke Classic, slipped by 2% in 2005 in the US for the first time since 1985...

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

The “Open Happiness” Concept

In 2006, Coke launched the Happiness Factory advertisements as a part of the award winning “Coke Side of Life” campaign, which showed the fantasy world inside a Coke vending machine. The Happiness Factory commercials were designed to promote “optimism” and “positivity”, which...

Global Platform

The “Open Happiness” campaign, considered as the new global platform for all the integrated marketing for brand Coca-Cola, was rolled out across the US and Western Europe, the Middle East, as well as in India in the first half of 2009. In order to drive home the message of the...

Excerpts cont... - Next Page >>



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