Coca-Cola set to spread its Open Happiness message

Coca-Cola Great Britain is to unveil its latest activity featuring its strap-line ‘Open Happiness’ online.

Created by Widen & Kennedy, the campaign will aim to engage with a new generation of consumers through its philosophy of optimism, positivity and inspiration, and will seed collateral digitally before releasing the TV, cinema and outdoor elements.

Breaking online on 4 February across websites including video on-demand providers, the campaign will aim to engage with key teen online environments, before rolling out on TV and cinema from 7 February.

An interactive game ‘RumbleBug’ has been developed by Cybercom to support the campaign, and will be hosted by Facebook and MSN, while a month long takeover of the CokeZone brand loyalty website will also afford users the opportunity to win a selection of prizes.

Newsletters and emails from CokeZone will also be sent out to teens and young adults, whilst outdoor creative by McCann Erickson will also feature.

Zoe Howorth, market activation director for Coca-Cola Great Britain, commented: “We’re thrilled to be beginning 2011 with an invigorating new campaign under the ‘Open Happiness’ umbrella, stirring consumers out of their winter blues and fast-forwarding them to thoughts of summer. By breaking the activity online, we’re reaching out to teens and young adults whilst rewarding them with content to enjoy and share with friends.”

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