Coca-Cola sells happiness to youths

Hong Kong - It's summer time and Coca-Cola has launched a happiness campaign that includes a local soundtrack by Hong Kong celebrity Joey Yung as well as new packaging until August this year.

Following the success of the Happiness Factory campaigns in the past two years, Coke has rolled out the "Open Happiness" campaign this year to demonstrate that happiness starts from the moment when consumers open a bottle of Coke.

This is the second time pop diva Yung has been selected as Coke's brand ambassador as she shares the same happy and positive personality of Coke and the beverage company believed she delivers happiness to people by singing the new song called "Open Happiness".

New packaging for Coke has been launched with the aim of bringing a touch of joy and refreshment to consumers when they see the happy characters - Wendy, Kiss Puppy, worker and penguin.

Targeting late teens, two designated "Coca-cola open happiness community singing" kiosks are available at kiosks in Causeway Bay for consumers to take photos and upload their images featuring them with the traits of Happiness Factory characters on the TV walls and sing along the open happiness song with Yung.

An adaptation of the TV spot is now on air, supported by joint promotions with convenience stores, radio phone-in games, print, outdoor and cinema ads. Coke Hong Kong's website is also updated with online advertising on Yahoo music, coolmanmusic and 881903 music sites.

McCann Erikson developed creative for this campaign including digital agencies Don't Believer and Manymany while UM handled media buying and planning.

In Mainland China, Coca-Cola has launched a 'Coke Intrinsics' campaign to stand out from an increasingly cluttered beverage market by re-introducing the beneficial product properties of Coke to Chinese youths.

Created by Red Lounge, the campaign highlights that no other beverage can give consumers the ultimate feeling of "Shuang" - a physical, emotional and spiritual refreshment derived from drinking an ice cold Coke.

Damian Coren, managing director for Red Lounge said the beverage category has become very competitive with a constant stream of new drink choices being introduced in this rapidly growing market.

"We want to ensure that they are aware of what makes Coca-Cola stand out from the competition, and how its unique feeling of refreshment can play a role in their lives," he added.

The TV spot is supported by online and outdoor promotions.