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 cont...

The Outcome

The “Open Happiness” campaign evoked a mixed response. While some consumers opined that it was the perfect strategy for connecting with consumers and that the campaign had achieved its...

The Road Ahead

In the year 2011, which marked the 125th anniversary of Coca-Cola, the company planned to launch more ads under the “Open Happiness” campaign. The new ads would continue to seek the legacy of other...

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

Exhibits

Exhibit I : Coca-Cola Slogans

Exhibit II : Images from the “Coke Side of Life” Campaign

Exhibit III : Images from the “Open Happiness” Campaign

Exhibit IV : Best Global Brands 2010

Exhibit V : Performance of Coca-Cola Company in 2010

Exhibit VI : Coke Consumption Snapshot*



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