Coca-Cola is all set to roll out its ‘Open Happiness’ summer campaign in the last week of February 2010. Targeted at the youth, the latest communication aims to build an emotional connect with the youth, best explained by the tagline - ‘Coke Khule To Baat Chale’ (Coke Opens Up Possibilities).
The new communication initiative takes the ‘Open Happiness’ theme of ‘sharing life’s simple pleasures’ to the next level by building spontaneous human connections and sharing joys even with people who are complete strangers.
The latest communication features actor Imran Khan and also sees the appearance of Kalki Koechlin of ‘Dev D’ fame.
The Coca-Cola Open Happiness communication initiative has been conceptualised by the creative team of McCann Erickson comprising Prasoon Joshi, Tirtha Ghosh, Nakul Sharma and Ashish Chakravarty, and directed by Dibakar Banerjee of Freshwater Films.
In addition to leveraging mass media, the entire communication effort will be complimented by a range of initiatives, including in-store and on-ground activation across all key markets.
In a prepared statement, Anand Singh, Director, Marketing - Colas, Coca-Cola India, explained, “Coca-Cola has been growing successfully and has established a strong connect with the youth. We owe this to the consistent communication with the target audience over the years we have struck the right chord in India. The global communication initiative is all about inviting people to welcome small moments of joy and happiness into their lives. The idea really is to pause, enjoy a bottle of Coca-Cola and also enjoy life's simple pleasures. Through our latest Open Happiness Campaign, we aim to further create a strong emotional connect with today’s youth and we are happy to bring Imran Khan on board as the new Coca-Cola brand ambassador. I am sure that the consumers will find the communication extremely appealing.”
‘Coca-Cola Open Happiness’ is designed to serve as a platform for all integrated marketing initiatives for brand Coca-Cola globally. The latest communication is a follow up to the series of the campaigns, which have leveraged the passion of both cricket and movies, involving the likes of Gautam Gambhir and Aamir Khan, who has incidentally been endorsing Coca-Cola for 10 years now.
The latest campaign leverages the appeal of an ‘Invisible Bottle’ of Coca-Cola and demonstrates the spontaneous human connections between people, who are unlike each other. The ‘Invisible Bottle’ film addresses the divide between genders. Through the lovable device of the invisible bottle, brand Coca-Cola breaks the ice of social distance between a boy and a girl.
Speaking about the latest initiative, Prasoon Joshi, Executive Chairman, Regional Creative Director, Asia Pacific, McCann Erickson, said, “I am extremely excited about the latest commercial that we have done for Coca-Cola. It’s a new concept and is inherent to the character of brand Coca-Cola. It’s about bringing people together, building connections, breaking ice between different people irrespective of where they come from. It’s a beautiful story in an everyday situation with a little under-confident boy and a bolder girl in a bus, where the girl notices and likes him. There’s a Coca-Cola hoarding outside. She enacts as if she is taking the bottle out. She opens the imaginary bottle and is about to drink. The guy also plays along knowing that there’s a game happening here. The girl passes on the bottle to him and the ice breaks between them. We are sure everybody is going to like it and find it appealing.”