1. Discuss some of the problems that Coca-Cola would face in developing and implementing theirnew “ Open Happiness” promotional campaign as part of an Integrated Marketing Communicationsprogram. As you consider this issue, keep in mind the many channels of communication that Coca-Cola typically uses. 2. When you think of Coca-Cola, what slogan or theme comes to mind? Go on-line and Google“Coca-Cola Slogans” and check out some of the websites that list historical themes. Review someof Coca-Cola’s promotional themes over time. What do you think makes a good promotional themefor a product like Coke? Evaluate some of these past themes with your criteria for what makes agood theme. Do you think “Open Happiness” will be as well remembered as some of the others? 3. Coca-Cola has reused a number of themes over time (e.g., “ Pause and Refresh” ;“ The RealThing” ). If you could bring back an old theme, which one would it be and why?

COKE’S “OPEN HAPPINESS”: AN INTEGRATED
MARKETING

COMMUNICATIONS CAMPAIGN

For decades, Coca-Cola has been listed as the brand with the
highest brand equity in the world.In 2009, Interbrand ranked Coca-Cola as the
world’s best global brand, assigning a brand equityvalue of $68.7 billion. In
2009, Coke sales were $30.9 billion, which was down about $1 billionfrom the
previous year but the company made up for the decline by offsetting it with a
$1 –billionearnings increase from $5.8 billion in 2008 to $6.8 billion in 2009.
Coca-Cola has done amasterful job of maintaining its brand as the most valuable
in the world. One of the keys to itssuccess has been the ongoing effectiveness
of its promotional efforts and the company’s ability tomake changes to keep its
brand image as refreshing as its drink.

In 2009, the Coca-Cola Company introduced its latest
promotional campaign for its Coca-Colaflagship brand, using the theme “ Open
Happiness.” Over the years, Coca-Cola has used a numberof themes, averaging one
about every 20 months. Some of the most memorable include “ Deliciousand
Refreshing,” which was used at the turn of the century, (the 20th century that
is); “ Drink Coca-Cola” (1 886); “ Pause and Refresh Yourself” (1 924); “
Coca-Cola Goes Along” (1 939); “ It’s the RealThing” (1 948); “ Things Go
Better With Coke” (1 963); “ Coke Adds Life” (1 976); “ Have a Coke anda Smile”
(1 979); “ Coke Is It” (1 982); “ Can’t Beat the Feeling” (1 989); “Always
Coca-Cola” (1 993);“
Real” (2000); “ Life Tastes Good” (2001 ); and “ The Coke Side of Life” (2006).
In earlier times,Coca-Cola seemed to introduce a new theme almost every year.
However, in recent times, sloganchanges have been less frequent.

The “ Open Happiness” campaign was unveiled in Canada to fit
with the company’s sponsorshipof the 2010 Winter Olympic Games in Vancouver.
Coca-Cola had developed a campaign song titled“ Open Happiness,” which was
used worldwide but the company had three Canadian artists—KardinalOffishall,
Jay Malinowski of Bedouin Soundclash, and Coeur de pirate (Béatrice Martin),
asinger-songwriter from Quebec—record a version just for Canada. The “ Open
Happiness Song” wasintegrated into the advertising campaign through Coke’s consumer
website,” iCoke.ca”, where it wasavailable in English and French versions for
downloading. It was also made available as a mobilephone ringtone and the three
musical artists were contracted to give a live performance during theOlympic
Games. Coca-Cola Canada also launched a “ win a trip to the Olympics” contest
that askedCoca-Cola drinkers to look under the cap or the flap of specially
marked packages of Coca-Cola.

Coca-Cola also sponsored its own pavilion at the Vancouver
Olympics. The company describedit as “ a multi-sensory, interactive experience
that will inspire more than 275,000 visitors, whilehighlighting Coca-Cola’s
past and present involvement with the Olympic Games as well as thecompany’s
current and future commitments to environmental sustainability. . . . The
pavilion willbring Coca-Cola’s sustainability efforts to life as guests learn
about efforts to protect the polarbear, recycle in unique ways, and meet the
‘bottle of the future,’ the PlantBottle. Of course, theywill be able to enjoy Coca-Cola
and Coke Zero, served perfectly chilled at four degrees.”

The Olympic sponsorship by Coca-Cola involved a wide number
of efforts that were integratedinto the promotional campaign. For example,
Coca-Cola hosted three official Pin Trading Centers,where people could trade
Vancouver 2010 lapel pins. The company donated a part of the proceedsfrom the
sale of these pins to WWF-Canada. Every night in Yaletown, there was the
Coca-ColaAfter Dark Parade, featuring musicians, performers, and buskers that the
company boasted would“
energize and invigorate crowds, sharing smiles, Olympic Spirit and above all .
. . Happiness! ” AGold Medal contest was operated through iCoke.ca; consumers
could win $25,000 each timeCanada won a gold medal. (Coca-Cola likely exceeded
the planned budget on this promotion givenCanada’s record 14 gold medals.)
Another form of celebration of Canada’s performance describedin the press
release involved a “ gigantic maple leaf billboard in Vancouver (at Hastings
andVernon). The maple leaf represents a podium, and every time a Canadian
athlete makes it to thereal podium, a medal will be hung on the billboard.”
During the Olympics the company also rantelevision advertising to salute the
torchbearers.

Coca-Cola undertook a number of pure public relations
activities as well. For example, in theAthletes’ Village, the company installed
an interactive screen for “ securing pledges to personal sustainability and
environmental action from former and current Olympic Games athletes, who
willbecome environmental ambassadors.” The company presented “ Live Positively
Awards,” whichwere given to celebrate “ those who make positive choices and
strive to better themselves, theircommunities and others in their everyday
lives.” The company also sponsored the Coca-Cola Post Olympic Games Legacy
Project, an outdoor sports court for Vancouver’s inner-city young people.In
addition, Coca-Cola Canada asked some First Nations, Inuit, and Métis artists
to use plasticCoca-Cola bottles to create art pieces that celebrated their
heritage and the 201 0 Olympic Games.The art was put on display during the
Winter Olympics and then auctioned off at icoke.ca with allproceeds donated to
the Aboriginal Youth Legacy Fund.

Questions:

1. Discuss some of the problems that Coca-Cola would face in
developing and implementing theirnew “ Open Happiness” promotional campaign as
part of an Integrated Marketing Communicationsprogram. As you consider this
issue, keep in mind the many channels of communication that Coca-Cola typically
uses.

2. When you think of Coca-Cola, what slogan or theme comes
to mind? Go on-line and Google“Coca-Cola Slogans” and check out some
of the websites that list historical themes. Review someof Coca-Cola’s
promotional themes over time. What do you think makes a good promotional
themefor a product like Coke? Evaluate some of these past themes with your
criteria for what makes agood theme. Do you think “Open Happiness” will be as
well remembered as some of the others?

3. Coca-Cola has reused a number of themes over time (e.g.,
“ Pause and Refresh” ;“ The RealThing” ). If you could bring back an old theme,
which one would it be and why?