Coca-Cola: Happiness ringtone campaign in Korea
Angela Kim, Kyoungsuk Lee, Sylvia Kim and Ashley Shon
Campaign details
Brand owner: Coca-ColaLead agency: McCann SeoulBrand: Coca-ColaCountry: South KoreaIndustry Non-alcoholic, soft drinksChannels used: Earned media, buzz, Internet - general, Mobile and apps , Social media , Word of mouth, advocacyMedia budget: Up to 500k
Executive summary
This case study describes how Coca-Cola promoted its image of happiness in Korea via ringtones.
Coca-Cola is the number 1 sparkling brand in Korea; although Coca-Cola is considered to be an iconic brand of...