Lighter side of branding | Coke’s secret to brand longevity and relevance

If you ever wondered how and why Coke sustains its relevance, and remains a powerful global brand… just watch this video. Oh, and did I mention to get a kleenex box handy!?


Photo credit: “Coca Cola Open Happiness Napkin,” by flicker member RaoDK

They understand how to connect emotionally with people!!! And it’s this bond that they’ve created (yeah… yeah… I hear ya… all you naysayers out there, I know your skepticism) that keeps ’em firmly fixed at their spot: as the biggest beverage brand on the planet!!

This is part of Coke’s “Open Happiness” campaign.

“Throughout its history, Coca-Cola has always tried to express a refreshingly positive view of the world,” said Joe Tripodi, chief marketing and commercial leadership officer, The Coca-Cola Company. “Open Happiness builds on that heritage, recognizing that even with the difficulties and stress of modern-day life there still are opportunities, every day, to find a moment to recognize life’s simple pleasures. This new campaign reminds people that Coke is always there to offer that small moment of fun and refreshment when you need it.”


Open Happiness is an evolution of the Coke Side of Life, a campaign that featured award-winning commercials such as “Video Game,” “Happiness Factory,” and “It’s Mine” and was used as the primary marketing platform in nearly every one of the more than 200 countries around the world where Coca-Cola is sold. The new campaign will continue to invite people to bring positivity, optimism and fun into their lives through engaging creative and an updated message. The campaign also was developed to provide a clear role for Coca-Cola, setting the stage for a rich in-store and shopper experience.

Pepsi, I’m sure is watching closely, with envy, and is far from amused….!

Happiness machine strikes in The Philippines and helps tie some broken family bonds for a few lucky migrant workers.

While at a College Campus in the US, a different kind of happiness is being spread.

Inspiration: Kamalayan, It’s All About Brands

About dianhasan

Brand Storyteller, Travel Writer, Speaker, Creative Writer & Thinker - avid observer of randomness in everyday life - Sustainable Business, Eco Matters, Sustainable Urban Issues, Architecture, Heritage Conservation, Innovation & Brand-Strategy, Cross-Cultural Communications, Travel, Tourism & Lifestyle.
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