Coke’s Happiness Factory hits the big screen

Global - Coca-Cola has launched phase two of its ‘Coke side of life' campaign, releasing ‘Happiness Factory - The Movie', a three and a half minute-movie version of its ‘Happiness Factory' ad.

The Wieden+Kennedy Amsterdam-created short film shows a typical day at the Happiness Factory - a fantasy world that lives inside a Coca-Cola vending machine - that is suddenly marred by disaster when the factory runs out of Coke. As a result a factory worker embarks on an adventure to replenish the Coke, to put happiness back in the Happiness Factory.

The short film was unveiled online, in Second Life.

"Everything about this campaign takes its lead from the entertainment industry - from the movie-style trailers to the authentically designed movie posters to the promotional packaging. It was only fitting that for our launch we chose a full-fledged movie premiere," Marc Mathieu, senior vice president, global brand marketing and creative excellence, The Coca-Cola Company said.

"In ‘Happiness Factory - The Movie', the iconic Coca-Cola contour bottle and the enduring mystery of the brand's secret formula, come together to create a piece of entertainment for the audience and an effective way for us to express the values of the Coca-Cola brand."

The campaign includes 30- and 60- second trailers, movie-inspired poster ads, promotional packaging, character licensing and interactive digital elements.

The ‘Coke side of life' campaign was designed to reflect Coca-Cola's brand values of optimism and positivity. It's ‘Happiness Factory' ad, which launched in 2006, is one of the company's best performing ads, having been aired in over 100 countries and picking up advertising awards such as a Cannes Silver Lion and an Epica Grand Prix Gold Prize since its launch.