Coca-Cola launches latest 'Open Happiness' campaign online first
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Coca-Cola Great Britain is premiering its latest ’Open Happiness’ campaigns online in a bid to attract teenage consumers.
The ad, created by Wieden & Kennedy, features “adventurous ladybirds, butterflies, bees and beetles in a magical summertime world.”
It will seed digitally before an integrated campaign rolls out across TV, cinema and outdoor.
The soft drinks firm says seeding the ad online first will enable the brand to reach key teen online environments, “quenching the target audience’s thirst to see content first”.
It will be backed online with an interactive game, “RumbleBug”.
This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.
YouGov Insight:
Coca-cola
· 68% of UK adults drink Coca-Cola (or variants like Diet Coke) while 42% drink Pepsi (or variants).
· Coca-Cola/Coke is easily the world’s biggest soft drinks brand, but the company behind it can now claim an astounding portfolio of 500 brands and ’3,300 beverages’.
· Coca-Cola’s maximum consumer penetration in the UK reaches over 80% among younger men and women and has a similar rate across the social grades.
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