Coca-Cola: The Laughter Machine

This case study shows how Coca-Cola, the beverage giant, used the International Day of Happiness in 2013 to engage with students in the United Arab Emirates.

Coca-Cola: The Laughter Machine

Tahaab Rais

Campaign details

Brand owner: Coca-Cola Middle EastAgency: FP7/DXB (part of McCann Worldgroup), and UM MENABrand: Coca-ColaCountry: United Arab Emirates

Executive summary

This case study shows how, on 20 March 2013, the International Day of Happiness, Coca-Cola sought to prove that if the prevalent gloom in the Middle East was contagious, then happiness and laughter were even more contagious. They built 'The Laughter Machine', a vending machine that replaced money with the sound of laughter, and placed it in two key universities in the UAE. In just nine...

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