Social Media Case Studies, Social Image of the Week

Coca-Cola Rolls Out Latest Happiness Campaign

badge image of the week Coca Cola Rolls Out Latest Happiness CampaignIn Coca-Cola’s latest “Roll Out Happiness” campaign, the company is looking to make everyday life a little less gray with a new video from somewhere unexpected – Vilnius, Lithuania.

The video is hosted on the company’s YouTube page and features a Coca-Cola truck rolling out a plot of grass in an area surrounded by buildings. Suddenly, trees and a Coca-Cola machine pop up, attracting the attention of people passing by. In front of the Coca-Cola machine is a sign that says, “To open happiness, take off your shoes.” Once visitors take off their shoes, free bottles of Coca-Cola begin to pop out of the machine, attracting more attention. As the video zooms out, it becomes clear that the grassy area is shaped like a Coke bottle.

The video is a simple, sweet, and highly relatable extension of the “Where Will Happiness Strike?” campaign and has generated more than 60,000 views to date. Through video, Coca-Cola tells a visual story of happy summer memories, such as picnics and enjoying time outdoors. Leveraging the use of the word “grey” in different languages in the beginning makes the video appeal to multiple parts of the world.

Developed by Wieden+Kennedy Amsterdam, the campaign offers a good reminder of the power videos have to tell a visual story. Seeing people experience a special event, from walking barefoot in the grass, to playing Frisbee, or enjoying a picnic lunch, all scenes within the video visually communicate feeling of happiness and enjoying the moment. The element of surprise and unique locations in each “Where Will Happiness Strike?” video keeps the series interesting and relevant to a wide variety of audiences. It also makes the viewer wish they were there to partake in the fun.

Where should Coca-Cola have happiness strike next?

  • http://www.marketipe.com/ Saqib Sherazi

    Really great campaign from Coca Cola. It shocks people’s daily lives. Bring a sense of change to the environment people in that area are constantly exposed to. Suddenly when they are walking back to their office they see a grass in the middle of the dull grey pavement. It intrigues and invites them to step into the exciting.
    I wonder if there was a limit to how many cokes a person could take though.

  • Elia Mörling

    Well, it does seem ridiculously fake compared to a lot of the other things they have been doing lately. Were those real people, or just actors? Would this have been more powerful if it was less staged, and made a more lasting impact?

    • Jessica Gioglio

      Hi Elia. I believe the campaign was meant to feature real people, per all of the previous videos.

  • http://rhogroupee.com/ Rosemary ONeill

    I love this one, but my favorite by far was the magic “small world” Coke machines that connected people in different countries. http://www.fastcocreate.com/1683001/how-coca-cola-used-vending-machines-to-try-and-unite-the-people-of-india-and-pakistan

    I also agree that this particular event felt like there were actors involved, but perhaps there are just a lot of pretty people in Vilnius.