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

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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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Case Details:


Case Code : MKTG271 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Shipping & Handling Charges extra


Brand Management / International Marketing / Marketing Communication
Case Length : 18 Pages
Period : 2009-2011
Pub Date : 2011
Teaching Note : Not Available
Organization : Coca-Cola Company
Industry : Beverages
Countries : Global


The case is about Atlanta-based beverage giant Coca-Cola Company’s (Coca-Cola) global integrated advertising campaign "Open Happiness". The campaign was launched in the first half of 2009 in markets around the world with the aim of increasing sales of sparkling beverages of Coca-Cola. At a time when the weakened economy was sapping soft drink sales, the "Open Happiness" campaign invited people around the world to refresh themselves with a Coke and continue to enjoy the simple pleasures of life.

The case discusses the various campaigns launched by the Coca-Cola Company over the years and the role played by these campaigns in enhancing Coca-Cola’s brand image. The case discusses in detail the objectives and various

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

Ielements of the "Open Happiness" campaign which included new point of sale, promotions, outdoor and print advertising, and digital and music components. The case details the launch of the campaign in various countries and discusses whether it was successful in achieving its objective.


Study the branding strategies adopted by of Coca-Cola over the years.
Understand the role played by its advertising campaigns in 'Coca-Cola' consistently maintaining its No.1 position among global brands
Understand issues and challenges involved in creating and rolling out a global advertising campaign.
Discuss and debate whether the “Open Happiness” campaign would be able to achieve its objectives.
Explore ways in which the company could make its “Open Happiness” campaign more effective.


  Page No.
Introduction 1
Background Note 1
The 'Coke Side Of Life' Concept 2
The "Open Happiness" Concept 5
Global Platform 7
The Outcome 9
The Road Ahead 8
Exhibits 11


Brand management, Global communication, Global branding, Global advertising campaign, Global marketing, Multi-cultural marketing, Brand communication, Brand identity, Brand proposition, Brand position, Brand equity

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