Coca-Cola continues to win over consumers, largely due to its fun advertising campaigns that radiate positivity and place particular focus on happiness.
Happiness has been on the beverage giant’s agenda for ages, since it debuted its 1923 slogan, “Enjoy Life,” which evolved into “Have a Coke and a Smile” in 1979, and then to “Open Happiness” in 2009, and most recently to “Share a Coke,” the global campaign that started in Australia in 2011.
The viral campaign allows consumers to personalize Coke bottles with their names or those of their friends.
‘Share a Coke’ is only one of an entire library of Coca-Cola’s feel-good ads and activations. Here are some of the brand’s most enjoyable campaigns from all over the world:
Philippines: Happiest Thank You by McCann Worldgroup Philippines
Though a little on the sappy side, a lot of people appreciated the thought and the good intention behind this spot that had people personalizing Coke bottles for the men and women they encounter everyday.
US: Happiness Machine by Wieden + Kennedy
Spawning several versions all over the world (see the next two ads), the Happiness Machine surprised consumers with more than just the regular vending machine fare: flowers, balloons, even a pizza!
Singapore: Coke Hug Machine by Ogilvy & Mather
A spin-off of the Hapiness Machine, the Hug Machine dispensed Cokes in exchange for hugs.
Stockholm: Sing for Me Vending Machine by JMW Stockholm
Free cokes to those who sing a Christmas carol – this is one is a campaign karaoke-crazed Filipinos would have gone crazy over.
South Africa: Rainbow Nation by FCB Johannesburg
If rainbows created especially for South Africa in celebration of the nation’s 20th Freedom Day won’t make you happy, then nothing will.
Denmark: The Happy Flag by McCann Copenhagen
Denmark, the happiest country in the world according to the United Nations, has its flag hidden in the Coca-Cola logo. The brand celebrated this happy coincidence by giving away welcome flags at the airport.
Vietnam: Second Lives by Ogilvy Beijing
Old Coke bottles become tools for fun with the help of a few innovative bottlecaps.
Argentina: Parenting by Santo
This sweet little ad highlights the ups and downs of parenting.
China: Friendship Experiment
Coke turns friends into strangers, at least according to this spot.
Lithuania: Roll Out Happiness by Wieden+Kennedy Amsterdam
A grey urban jungle gets a refreshing facelift in this activation.
Learn all about advertising and marketing happiness from the Coca-Cola Marketing Director Jasmine Vinculado and McCann Worldgroup Philippines Chairman and CEO Raul Castro at the adobo Festival of Ideas on November 22. For more information, visit feetivalofideas.adobomagazine.com, or Facebook.com/adoboFOI
