Coke kicks off ‘Open Happiness’

• Coke launches new campaign in SG
• Features collaboration with local artistes
• Music single to front marketing activities

Singapore - Coca-Cola has launched its new ‘Open Happiness' global campaign in Singapore, getting proceedings underway with the release of a music single which will be used across marketing and advertising activities.

The single was released in the US in March for the campaign, quickly becoming a hit, and continues the historic relationship between the beverage giant and music. The Singapore version of the song, performed by local pop artistes Derrick Hoh and Jocie Guo, will be used in marketing and advertising across TV, online and radio.

"Coca-Cola has a long tradition of using music to reach our consumers," James Chin, senior brand manager for sparkling beverages at Coca-Cola Singapore, said.

"Some of our advertising jingles have become some of the most memorable songs in the world."

‘Open Happiness' is the platform for all integrated marketing for brand Coca-Cola globally. First launched in the US in January, it encompasses new points of sale, promotions, outdoor and print advertising, and digital and music components. It is being rolled out in markets across the world.

It is an evolution of the ‘Coke Side of Life', the campaign that featured award-winning commercials such as ‘Video Game', ‘Happiness Factory' and ‘It's Mine'. The new ‘Open Happiness' campaign was developed in partnership with Wieden + Kennedy, the global agency for Coca-Cola since 2006.