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Published by:
IBS Center for Management Research (2011)
17 pages
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The case is about Atlanta-based beverage giant Coca-Cola Company's global integrated advertising campaign 'Open Happiness'. The campaign was launched in the first half of 2009 in markets around the world with the aim of increasing sales of sparkling beverages of Coca-Cola. At a time when the weakened economy was sapping soft drink sales, the 'Open Happiness' campaign invited people around the world to refresh themselves with a Coke and continue to enjoy the simple pleasures of life. The case discusses the various campaigns launched by the Coca-Cola Company over the years and the role played by these campaigns in enhancing Coca-Cola's brand image. The case discusses in detail the objectives and various elements of the 'Open Happiness' campaign which included new point of sale, promotions, outdoor and print advertising, and digital and music components. The case details the launch of the campaign in various countries and discusses whether it was successful in achieving its objective. Some analysts wondered whether it was really necessary to change the brand communication of the company so frequently as they felt it was taste which mattered to consumers rather than brand image. The case concludes with thoughts on how the global communication initiative could be made more effective so that it strikes the right chord with consumers and extends the reach of the Coca-Cola brand to wider markets.

Teaching and learning

This item is suitable for postgraduate courses.


Brand management; Global communication; Global branding; Global advertising campaign; Global marketing; Multi-cultural marketing; Brand communication; Brand identity; Brand proposition; Brand position; Brand equity
Very large
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