Coca-Cola Ireland will launch its Choose Happiness positioning with a new teen-focused TVC. The ‘What Are You Waiting For’ TVC, will be the first under the new ‘one brand’ strategy that unites the Coca-Cola family and puts consumer choice at the heart of the Coca-Cola brand proposition.
For 129 years, Coca-Cola has been providing uplifting refreshment and moments of happiness. From simple moments of connection like sharing a meal together or special occasions such as Christmas, Coca-Cola has always encouraged people to see the glass half-full. With Choose Happiness, Coca-Cola is motivating people to further: to realise that it is not only about seeing the glass half full, but to take action to fill the glass up themselves.
Aoife Nagle, Senior Brand Manager, Coca-Cola Ireland said, “Choose Happiness is an evolution of Open Happiness that will focus on celebrating choice in a way that makes consumers smile. Our new activity will not only encourage people around the world to take an active approach in being happy, but also – in showcasing the full range of products in our portfolio as one iconic brand, one Coca-Cola family – we are making choice easier for those who love the great taste, happiness and refreshment of Coca-Cola.
“Our summer campaign celebrates this new positioning and will engage our consumers across the country with an integrated campaign that includes TVC, OOH, PR, digital, and music-centred activations at seven prominent locations nationwide,” she concluded.
The campaign begins with the inspiring new teen-focused TVC ‘What Are You Waiting For’ which will run across RTE, TV3 UTV, Sky and Medialink from 18th May. The high-energy montage features a diverse range of celebratory moments that build to a colourful crescendo, demonstrating the uplifting refreshment of Coca-Cola.
Created by Ogilvy Amsterdam, this is the first creative of the Coca-Cola Choose Happiness direction. The TVC is centred on the concept that young people are the directors of their own happiness and they can represent a new generation who instinctively choose to be happier. It features the song ‘What Are You Waiting For?’ specifically written for the campaign and performed by Amsterdam-based rapper and producer HT.
To run alongside the TVC, Coca-Cola will release high-impact OOH advertising reinforcing consumer choice under the new ‘one brand’ strategy. The striking OOH will feature all four Cokes together, showcasing the significant change in packaging introduced earlier this spring with witty copy lines such as ‘great taste runs in the family’ and ‘all for one, one for all’.
This approach also includes a highly visible shopper marketing push and there will be a PR and experiential marketing campaign running throughout the summer to support the campaign. This begins with the launch of a detailed study into teen happiness on 12th May and will be followed by a number of music-centred activations for teens across seven locations nationwide.
The summer campaign represents the beginning of a shift in marketing strategy for Coca-Cola where all of its four variants are marketed one brand, across all touch points. The new strategy will highlight ‘choice’ by putting focus on the distinct characteristics of the difference Coca-Cola variants so customers are new encouraged to choose the best Coke to fit their needs and occasion.