Coke Launches First Global Campaign in Over a Decade

04 July 2006

The Coca-Cola Company, is hoping to recapture its glory days of the seventies and eighties with a much-heralded global advertising campaign - its first in over a decade.

'The Coke Side of Life', created by US-headquartered independent agency Wieden + Kennedy, will shortly debut its television strand with a commercial called "Happiness Factory".

The ad, expected to roll out across 199 markets, opens with a man putting a coin into a Coke vending machine. It then follows the journey of the coin through an animated fantasy-land before the drink is finally delivered.

Al Moseley, executive creative director at W+K says the "world inside a Coke machine" idea could cross any culture or language. He adds the agency looked at films with universal appeal, such as Shrek, and decided that Coke needed to think like Disney.

The global campaign is the result of a $400 million (€313m; £216m) hike in Coke's marketing spend, overseen by Mary Minnick in her far-reaching role of president of marketing, strategy and innovation [WAMN: 31-Aug-2005].

The campaign began in the spring with the launch of four viral ads as Atlanta-headquartered Coke tries to reverse the slide in the brand's status by tapping into youth culture via the internet and social networking sites such as [WAMN: 25-April-06].

Data sourced from; additional content by WARC staff