open happiness

The Open Happiness Campaign for Coca-Cola Created by C&R Advertising Agency

Ryan Cinney and Chase Wilson © 2013 All Contributors

Ryan Cinney and Chase Wilson © 2013 All Contributors

| Coca-Cola Open Happiness Campaign 2

Table of Contents

........................................ ........................... ................................ ................................ ............................. ............................... .................... .. 4 Creative Brief ............................. .............................................. ................................ ................................ ............................. ................................ ......................... ........ 9 Creative Theme ................................ .............................................. ................................ .......................... ........................... ................................ ................................ ......................... ......... 10 Print Ads ............................. .............................................. ................................ ............................ ......................... ................................ ................................ ..................... ....... 12 Radio Ads ............................... .............................................. ............................. ................................ ................................ ......................... ............ .. 17 Television Commercial ................................ .............................................. ................................. ................................ ................................ .......................... .......................... ................ 20 Press Release ............................. ....................................... ........................... ................................ ................................ ................................. .................. .. 22 Social Media Schedule ............................. .............................................. ................................ .......................... ........................... ................................ ................................ ..................... ..... 24 References .............................

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| Coca-Cola Open Happiness Campaign

Creative Brief- Coca~ Cola

Project/Client

visit. Coca-Cola is making people aware of

“What is Happiness?”- “Open

a feeling that is associated with their brand.

Happiness” for Coca-Cola

They are in essence bringing people

Prepared by:

together and making them happy. Through

Ryan Cinney

this positive and humanistic based

(518)-322-1959

campaign, Coca-Cola is promoting their

[email protected]

product and image at the same time. The

Chase Wilson

campaign is rooted around a gesture of

(404)-372-8857

kindness to someone you don’t know.

[email protected] Objective:

The objective of this campaign is to

Overview:

increase Coca Cola’s brand awareness

This is a test campaign for CocaCola. It is direct marketing campaign

through the promotion of Coke’s timeless,

that focuses unifying the brand’s

classic appeal. Through this campaign we

publics by emphasizing Coca-Cola’s

intend to produce measurable and

timeless feel. The campaign also

quantifiable data that shows a substantial

features components of traditional

increase in both sales and online

marketing such as print advertisements

viewership. Through a thorough

in magazines and broadcast in the form

examination of the data, we will be able to

of television and radio avenues. In this

effectively gage an increase in brand

campaign, Coca-Cola brings Coke

loyalty. This ultimately will take effect by the

machines and trucks that deliver

end of 2014.

“happiness” to the school or city they



Primary Audiences:

Coca-Cola’s primary target market is

Positioning:

Coke’s closest competitors include

multicultural youth ages 13-24 and their

other soft drink manufacturers such as the

secondary is being 40+. The target market

Dr. Pepper Snapple Group and Pepsi Co

for this campaign will consist of both

within the United States. When looking

genders, with an emphasis on women, and

internationally, Coca-Cola’s primary

will incorporate all income levels. The

competitors include the following: Kola Real

campaign will specifically devote attention

in South and Central America, Inca Cola in

towards our multicultural targets by

Peru and Klasico Cola made by the Tiko

identifying commonalities in their lifestyle,

Group in Madagascar.

struggles and ambitions. Through this

One of the driving factors that has

campaign Coca-Cola will be positioned as a

differentiated Coca-Cola from its

unifying element amongst these various

competitors is the brand’s innate ability to

targets, ultimately creating one unified

perceive changes in consumer tastes. From

public.

this point, Coca-Cola has been able to tailor Coca-Cola’s target audience is

their products to suit consumer needs.

comfortable with music and social

Furthering this point, Coke continuously

networking. They are consistently in

develops new products and re-invents old

agreement that advertising is the most

ones. Coca-Cola currently offers over 400

effective way to become aware of new

brands in 200 markets worldwide.

products. The target market is always

In an age where organic foods are

involved with text messaging and

lining the shelves at local grocery stores

mainstreaming their media on

and “healthy” foods are being promoted, the

smartphones. Lastly, the market asks

soft drink industry may be particularly

opinions from a nearby friend before

frowned upon. It is no secret that beverages

making any final purchases and expects

like Coca-Cola Classic are high in sugar

something in return from the brand.

content and are not particularly “healthy” per se.

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However, this is where Coca-Cola once again pushed to the forefront of its

Tone:

Optimistic! This campaign is

industry by providing consumers with more

‘positively positive’. While the tone may be

health conscious, low calorie options.

somewhat casual and playful, Coca-Cola

Coca-Cola delivers a timeless,

has serious intentions to promote the notion

classic product. The brand in and of itself is

of “happiness” to the various existing

the definition of a “household” name, and it

communities both domestic and foreign.

has been for almost 120 years now. It

The overall feel of this campaign must be

easily remains one of the most sought-after

created with the purpose of bridging

stocks on the New York Stock Exchange,

separate, cultural identities together.

which goes to show the overall confidence

Through this, we will have differing

and trust consumers place in Coca-Cola.

communities collide (in a good way). 1.) Pause for for a moment moment and share your your world.

Messages:

Regardless of the circumstance,

2.) Give a little little to the “lighter “lighter side side of life.”

where you come from or what you do,

3.) Pop a top, top, share til’ til’ the last last drop.

anyone can pause for a moment and enjoy

4.) Open happiness. happiness. Share your “piece” “piece”

one of life’s timeless, simple pleasures. So, open happiness, and share a Coca Cola with someone.

with others. 5.) The “Open Happiness” Happiness” campaign campaign allows you to stop, and share your

This is effectively the overall

world.

message, the point that must be communicated through this campaign. Other than this key message, we want to encourage all of Coca-Cola’s publics to live well, with open and optimistic minds. In other words, live life outside of the spectrum and live in full color.



Other Considerations:

After viewing viewing The Marketing and and Strategy Strategy Insights Insights of Coca Cola’s “Happiness “Happiness Barometer Barometer 2010,” we found, these consumer insights and graphic data will be crucial in our implementation of this campaign. As we develop creatives to further our campaigns’ overall goals we will keep statistical like this in mind. This information will serve as a guiding precedent in the majority of our work.

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Imagery:

Throughout this campaign, we foresee using imagery that is easily identifiable by all of our target audiences. We need to develop deliverables such as graphics and slogans that will translate well with different ethnic groups. This will be effective in reaching our goal of being applicable to all audiences, and will ensure that we are forthcoming with our intentions in this campaign. There are two specific imagery ideas that we have formulated for this campaign using preliminary research : 1.) The primary image image or visual component component to the campaign will will be of two different individuals individuals extending their Coca-Cola bottles towards each other as they ‘cheers.’ They will be strategically positioned on top of a globe that highlights each separate individuals’’ country of origin. The background will include the Coca-Cola logo and will be centered between the two individuals who are making the cheers. 2.) The primary image image or visual component component to the campaign will will be an outline of the classic, classic, glass ‘Coke’ bottle by way of using the following words; Open happiness, and positive reinforcement words that allude to happiness. It is these very words that would create the structural shape of the Coca-Cola bottle.


Creative Theme- Coca~Cola

Creative Theme: The creative theme of this campaign is centered around Coca-Cola’s timeless feel. A tradition of classic and ‘cool’ that is backed by 120 years of consumer loyalty. In congruence with the “open Happiness” campaign, this creative theme will emphasize the positivity and happiness that surrounds Coca-Cola’s timeless touch.

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Print Ads- Coca~Cola

Project/Client: - “Open Happiness Campaign,” Coca-Cola Copywriters: - Chase Wilson & Ryan Cinney Size and Placement of the Ad: - The ad will be a two-page magazine spread Creative Theme: -The creative theme of this campaign is centered around Coca-Cola’s timeless feel. A

tradition of classic and ‘cool’ that is backed by 120 years of consumer loyalty. In congruence with the “open Happiness” campaign, this creative theme will emphasize the positivity and happiness that surrounds Coca-Cola’s timeless touch. Headline:

Headline: - “Share a Coke with someone today, it may just make their tomorrow.” Body Copy: - The smallest things can brighten up someone’s day. So open a Coke with a friend and share one of life’s simplest pleasures. Logo: - The “Coca-Cola” logo that implements the traditional Coca-Cola Company color scheme. Tagline: - ‘Open Happiness and cheers to the brighter side of life’ Mandatories: - The only mandatories included in the ad will be social media handles such as the CocaCola’s “Open Happiness” campaign’s Twitter, Facebook, and official Instagram. Imagery: - The primary image or visual component to the ad will be two different individuals extending their Coca-Cola bottles towards each other as they ‘cheers.’ They will be strategically positioned on top of a globe that highlights each separate individual’s country of origin. The backgrounds will include the Coca-Cola logo and will be centered between the two individuals who are making the cheers.


Print Ads- Coca~Cola

Project/Client: - “Open Happiness Campaign,” Coca-Cola Copywriters: - Chase Wilson & Ryan Cinney Size and Placement of the Ad: - The dimensions of the ad will be 7”x 10”. The placement of the ad will be a one-page magazine spread. Creative Theme: - The creative theme of this campaign is centered around Coca-Cola’s timeless feel. A tradition of classic and ‘cool’ that is backed by 120 years of consumer loyalty. In congruence with the “open Happiness” campaign, this creative theme will emphasize the positivity and happiness that surrounds Coca-Cola’s timeless touch. Headline: - “Everyone could use a little happy in their life. Let Coca-Cola get you there.” Body Copy: - Studies show that 40% of your happiness can be attributed directly to your outlook on dayto-day life situations. So open a Coke, and let the happy inside your life. - Also included in the copy will be words that create the shape of our primary image. The words we will use are the following: Open Happiness and positive reinforcement words that allude to happiness. Logo: - The “Open Happiness” logo from the ongoing campaign that implements the traditional Coca-Cola company color scheme. Tagline: - ‘Open Happiness and cheers to the brighter side of life’ Mandatories: - The only mandatories included in this ad will be social media handles such as the CocaColas’ “Open Happiness” campaigns Twitter, Facebook and official Instagram. Imagery: - The primary image or visual component to the ad will be an outline of the classic, glass ‘Coke’ bottle. The image will include words that fill and create the structural shape of the Coca-Cola bottle.

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Radio Spots- Coca~Cola

Project/Client Coca-Cola for the “Open Happiness” campaign Copywriters Ryan Cinney and Chase Wilson Length of Spot/Title Radio: 60 / “Boy Talk” Creative Theme The creative theme of this campaign is centered around Coca-Cola’s timeless feel. A tradition of classic and ‘cool’ that is backed by 120 years of consumer loyalty. In congruence with the “open Happiness” campaign, this creative theme will emphasize the positivity and happiness that surrounds Coca-Cola’s timeless touch.


Radio Spots- Coca~Cola Copy/Format

C & W Ad Co. Writer: Ryan Cinney and Chase Wilson Radio: 60 “Fountain Talk” This spot takes place in between classes in a courtyard directly off campus. “Fountain Talk” This spot takes place in between classes in a courtyard directly off campus. SFX:

Sound of water spouting from fountain in courtyard.

DENNIS:

Hey, man. I thought I was the only one who came to this spot. Funny Funny to see you here!

RANDY:

(shakes hand with Dennis) I know it’s sensitive, but this is where I come to think between classes.

DENNIS:

I hear that, bro. This semester is really bogging me down.

RANDY:

Not to mention, did you hear about the government shutting down?!?!

DENNIS:

(excitedly) And what’s up with that?!?! I was trying to take my girlfriend to the state park.

RANDY:

(empathetically) What a bummer!

DENNIS:

Oh, and get this, these two girls in my poli-sci class were talking about their matching scrunches while our teacher was discussing affairs between U.S. and Syria….

RANDY:

(Hahahaha) What a joke, that’s so 1993!!!

SFX:

The clamor of traffic and frustrated motorists.

DENNIS:

So do you have a busy week ahead of you?

RANDY:

(dramatically) If by busy you mean three midterms and two papers due, then yeah, I’m pretty busy.

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DENNIS:

I’m right there with you.

RANDY:

Man, let’s drop all this negative talk; I’m about to cry.

DENNIS:

(laughs) Hey, I’m thirsty. Wanna grab a coke before class?

RANDY:

You know I do!

SFX:

The two boys slap hands.

ANNCR:

When the the world gets gets you down, down, grab a Coke and and cheers cheers to the brighter brighter side side of life.



Project/Client Coca-Cola for the “Open Happiness” campaign Copywriters Ryan Cinney and Chase Wilson Length of Spot/Title Radio: 30 / “ Brother Talk” Creative Theme The creative theme of this campaign is centered around Coca-Cola’s timeless feel. A tradition of classic and ‘cool’ that is backed by 120 years of consumer loyalty. In congruence with the “open Happiness” campaign, this creative theme will emphasize the positivity and happiness that surrounds Coca-Cola’s timeless touch.

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Radio Spots- Coca~Cola Copy/Format

C & W Ad Co. Writer: Ryan Cinney and Chase Wilson Radio: 30 “Island Talk” This spot takes place on a private resort beach. SFX:

Sound of waves crashing on shore and seagulls squawking.

RICH:

(excitedly) What’s shakin’ bro?

RASTA:

Nothing’s shakin’ and I’m not your brother.

RICH:

(disappointed) Oh, sorry man.

SFX:

CG slaps Rich on the back.

RASTA:

(animatedly) Haha, I’m just playing with you man, we’re all brothers here. What can I do for you?

RICH:

Whew, you had me there for a second; well me and the missus were looking to go snorkeling.

RASTA:

Ahh, I know just the place. It’s half a mile down the beach. Look for the big anchor.

RICH:

Fantastic, many thanks!

RASTA:

Wait up; this will make that walk a little easier.

SFX:

CG pops a top to a coke.

RICH:

Wow, thanks brother.

ANNCR: ANNCR:

Do yourself yourself a favor favor and let your your brother brother in on one of life’s life’s simple pleasures. pleasures. Open a coke and enjoy happiness.


Television Commerical- Coca~Cola

Client: Coca-Cola/ “Open Happiness” Creative Theme: The creative theme of this campaign is centered around Coca-Cola’s timeless feel. A tradition of classic and ‘cool’ that is backed by 120 years of consumer loyalty. In congruence with the Open Happiness campaign this creative theme, will emphasize the positivity and happiness that the simple pleasures bring of enjoy a bottle of Coke. Product: Coke Title: Beach Traditions Length: 30 sec. Writer(s) : Chase Wilson and Ryan Cinney

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Television Commerical- Coca~Cola

VIDEO

1. BLACK SCREEN FADES INTO (LS) OF A HOT SUMMER BEACH DAY IN THE ‘70

AUDIO

MUSIC: ROD STEWART SONG “MAGGIE MAY” PLAYS FOR 3 SECONDS, THEN FADES TO BACKGROUND ANNCR: (VO) Did you ever wonder what your parents did for fun in the summertime?

2. (MS) PARENTS SPLASHING AROUND THE SHORELINE OF THE BEACH

3. (MCU) FATHER FALLS DOWN IN SAND (EXHAUSTEDLY) GRABS A COKE AND TEASES MOTHER

SFX: WATER SPLASHING AND PARENTS LAUGHING

SFX: COCA-COLA BOTTLE TOP POPS OFF

4. (MCU) MOTHER ACCIDENTALLY KNOCKS COKE OUT OF FATHERS HAND ONTO GROUND 5. (CU) OF COKE BOTTLE AND MODERN DAY GIRL GRABBING THE COKE

SFX: ROD STEWART RECORD SCRATCHES

6. (MS) MODERN DAY GIRL


7. PULLING COKE OUT OF SAND AND TAKING A SIP

MUSIC: CUE IN FIRST LINE OF ICONA POP “I LOVE IT”, THEN FADES TO BACKGROUND

8. (WS) KIDS PARTYING ON THE BEACH WITH COKE IN THEIR HANDS 9. MODERN KIDS RUN INTO PARENTS ON BEACH CHEERS THEIR COKES AND DIVE IN THE WATER

ANNCR: Some traditions are meant to be kept for a lifetime. Open happiness and cheers to the brighter side of life. MUSIC: I LOVE IT FADES OUT QUIETLY.

Coca-Cola Cause Special Event Press Release 19


PRESS RELEASE

The Coca-Cola Company P.O. Box 1734 Atlanta, GA 30301

1-404-676-2683 www.coca-colacompany.com

For Immediate Release December 5, 2014 Contact: Steve Cahillane

[email protected] Coca-Cola Presents: First Annual Winter Wonderland Bash Atlanta, Ga. – Coca-Cola formally invites all individuals within the metro Atlanta

area to take part in helping children’s Christmas wishes come true. This winter season Coca-Cola is partnering with the Make A Wish Foundation to spread yuletide cheer to the less fortunate. The entry fee is $10 and tickets will be made available at the entrance of the park. When: December 24, 2014 at 6 p.m. – 11 p.m. Where: Centennial Park Address: 265 Park Ave W Northwest, Atlanta, GA 30313 Why: To aide the less fortunate families of children with terminal illnesses

injunction with the Make A Wish Foundation. An ice rink will be open to all participants of this event. Also, a silent auction will be held raffling off Christmas gift baskets filled with classic Coca-Cola memorabilia. Help spread joy to the little ones this season.

100% of all proceeds go to the Make A Wish Foundation, specifically to those families in need. Get a raffle ticket and the winner receives an assortment of | Coca-Cola Open Happiness Campaign 20

antique Coca-Cola products. All participants will receive a Coca-Cola swag at the entrance.

The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, one of the world's most valuable and recognizable brands, our Company's portfolio features 16 billion-dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of more than 1.8 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world's top 10 private employers with more than 700,000 system associates. For more information, visit Coca-Cola Journey at www.coca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo, visit our blog, Coca-Cola Unbottled, at www.coca- colablog.com or find us on LinkedIn at www.linkedin.com/company/the-coca-colacompany.

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Coca-Cola Cause Social Media Plan

The Coca-Cola Open Happiness 2014-2015: Social Media Plan Posting Strategy Schedule: (Facebook & Twitter) Monday: Implement Implement viral videos (twice a month) Tuesday: Correspond with different markets Wednesday: Maintain Maintain engagement engagement with publics Thursday: “Timeless Thursdays” Thursdays” – old vintage photos of Coca-Cola Friday: “Factual Fridays” – interesting Coca-Cola facts Saturday/Sunday: Saturday/Sunday: Continued engagement with outlets/ Track consumer interests Goals: A 3% increase from from consumer followers on all all social media platforms platforms A 5% increase in online consumer consumer conversation conversation An exponential increase in garnering garnering new demographic demographic engagement engagement • • • • • •

• • •

Tactics: • • •

•

Consistently monitor all social outlets Track consumer conversations Communicate Communicate and respond to perspective publics with quick and efficient responses. Target all demographics, including marginalized groups

Evaluation: • •

•

•

Weekly evaluations evaluations that include progress progress reports reports Frequent updates on progress of social media reach to respective publics Monthly reports that include breakdowns from Quantcast.com, Socialmention.com, Socialmention.com, Alexa.com, Google Analytics, and Tweetreach.com Tweetreach.com Quarterly reports that detail line-by-line progress


Posting Schedule: 2013-2014 Social Network Best Days Facebook Wednesday Monday – Friday Twitter Monday – Thursday

Best Times

3 p.m. 11a.m. - 4 p.m. 9 a.m. – 3 p.m.

Social Network

Worst Days

Worst Times

Facebook

Monday – Friday Saturday and Sunday Monday – Thursday Friday Saturday and Sunday

After 8 p.m. & before 8 a.m. All Weekend After 8 p.m. After 3 p.m. All Weekend

Twitter

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References

Works Cited: Coca-Cola: Ch. 8 - Segmenting and Targeting Markets. (n.d.). Coca-Cola: Ch. 8 Segmenting and Targeting Markets . Retrieved December 5, 2013, from http://elbazcoca-cola.blogspot.com/2011/11/ch-8-segmenting-and-targeting-markets.html Marketing & Strategy Insights. (n.d.). Coca-Cola 2010 Happiness Barometer . Retrieved October 15, 2013, from http://speciali.espresso.repubblica.it/pdf/CocaCola_2010_Happiness_Barometer%2 0.pdf Social Media Table sourced from MediaBistro.com


open happiness

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