International Advertising - Coca-Cola "Open Happiness" Campaign

Résumé du document

Since the Coca-Cola Company has been created, the advertising and the communication part of this company changed a lot. The evolutions had been very important ant the company tried to reach all level of the world population by doing huge campaign involving enormous budget. The budget is also another important point in the international advertising of Coca-Cola. Since the beginning, the budget increased a lot and today Coca-Cola spends at least a few million dollars in advertising.

Since the beginning the advertising of Coca-Cola has been very efficient. The campaigns which were run on TV or Radio or today on Internet were always well known and appreciate by the audience and by the consumers. In the today world, world of stress, world of difficulties, Coca-Cola tries to let people appreciate the few moments of joy they have with a bottle of Coke. By using new media such as Internet (music, video clip, digital media …) Coca-Cola tried to get closer to the final consumer.

In 2009, Coca-Cola launched the “Open Happiness” campaign to promote the product. In this document we will see several points relating to this campaign.

Extraits

[...] To promote the video clip, Coca-Cola used as well very important place in the world such as Piccadilly Circus in London or Times Square in New-York. Coca-Cola also creates a website where you can play few games about the “open Happiness” campaign. III) Coca-Cola's international advertising strategy has become increasingly glocal in nature. Comment with explanations Since the “Coke Side of Life” campaign and more since the “Open Happiness” campaign, Coca-Cola Company advertising strategy has become more and more glocal. It means global and local at the same time. It is global because Coca-Cola is doing huge worldwide campaign with an impressive budget. [...]

[...] IV) What are the main challenges facing the Coca-Cola Company today? Today, the Coca-Cola Company is facing some important challenges. Those challenges are very important and could have a real impact on the future of Coca-Cola and his best product the Coke. Today, Coca-Cola is the best seller of carbonated beverages in the world with a product Coke which represents 85% of the income of Coca-Cola. Actually, this could be a problem in a long term vision. Imagine if the Coke which represents 85% of your sales is going down, it could be very painful for you and your company. [...]

[...] For the song of the campaign “Open Happiness”, they've done a remake of the song sung by famous Nancy Ajram. In the same way, Coca-Cola Company has done specific local campaign around the global campaign “Open Happiness”. For example in UK with the “Yeah Yeah Yeah La La campaign. Specific outside print, TV ads, billboard on Piccadilly Circus, and a track written and produced by Calvin Harris. In Singapore, the global campaign “Open Happiness” has been adapted to this local market. [...]

[...] The campaigns of Coca-Cola are really well done with personalities and professionalism. But Coca-Cola is still facing many challenges which are very hard to avoid and could be very painful for the company. We don't know yet if the last campaign of Coca-Cola had been efficient of not. Coca- Cola is fighting everyday all over the world by putting in place local advertising. We can't really know if it's efficient. We just have to wait few months or maybe few years to see the future of Coca-Cola and of its most important product the Coke. [...]

[...] After we will see to what extent can't the “Open Happiness” campaign be considered truly original. In a third part, we will talk about the Coca-Cola international advertising strategy which became increasingly glocal. To finish, we will develop the main challenges facing Coca-Cola today. Explain the logic behind Coca-Cola's “Open Happiness” campaign? In 2005, the worldwide sale of Coca-Cola Company's carbonated soft drinks and particularly the Coke Classic slipped by 2%. It was the second time in ten years. The first time was in 1985. [...]