Coca-Cola: Social Media President

Peach Natividad

This case study describes a campaign by Coca-Cola, the beverage giant, which used social media to spread happiness by 'democratising' it in the Philippines.

Coca-Cola: Social Media President

Peach Natividad

Campaign details

Brand owner: Coca-Cola Far East LimitedAgency: McCann Worldgroup Philippines – MRM ManilaBrand: Coca-ColaCountry: The Philippines

Executive summary

Early 2012 saw a perplexing trend in the normally optimistic Philippines: as the economy shot up, happiness went down. The reason was disparity brought by the economic growth. Happiness was not accessible for all. And because Coca-Cola sales thrived on optimism, Coca-Cola's business was in decline.

As the government led the economy, Coca-Cola had to lead in democratizing happiness. Coca-Cola thus set out to make happiness freely accessible through...

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