The Coca-Cola Company has launched its ‘Open Happiness’ campaign in the Middle East, inviting millions to pause and refresh themselves with a Coke and continue enjoying one of life’s simple pleasures.

Building on the award-winning ‘Coke Side of Life’ campaign, ‘Open Happiness’ is the new platform for all integrated marketing for brand Coca-Cola globally. Including new points of sale (POS), promotions, outdoor and print advertising, digital and music components and more, the campaign will roll out throughout 2009 in the Middle East.

Music will play a central role in the new campaign beginning with a new track. In the Middle East, ‘Eftah Tefrah’, a song by Lebanese superstar Nancy Ajram will add to the campaign.

An international ‘Global Happiness’ music repertoire will also feature the combined talents of Gnarls Barkley’s Cee-Lo, Patrick Stump from Fall Out Boy, Brendon Urie from Panic at the Disco, Travis McCoy from Gym Class Heroes and Grammy-nominated Janelle Monae.

“Coca-Cola has always been dedicated to expressing the refreshingly positive message that even when life feels difficult and stressful, there are still moments throughout the day that are perfect opportunities to ‘Open Happiness’ and refresh yourself with life’s simple pleasures,” said Alexis Sacre, president of Coca-Cola Middle East.

“Open Happiness is our open invitation to tap into positivity, fun, and optimism by reminding people that Coke is always there to offer limitless avenues of fun and refreshment at anytime, any place,” he added.

‘Open Happiness’ is an evolution of the ‘Coke Side of Life’, a campaign that featured award-winning commercials such as ’Video Game’, ’Happiness Factory’, and ’It’s Mine‘ and used as the primary marketing platform in nearly every one of the over 200 countries around the world where Coca-Cola is sold.

Coca-Cola will also seek what makes consumers happy with a new ‘Happiness Blog’ and the ability to upload testimonials about happiness, positivity and looking at life with an empowered attitude toward the future.

In addition to mass media elements, the campaign includes a range of integrated marketing communication ideas in key markets to deliver grandeur to the message and drive positive word of mouth.

The interactive features include a video clip competition online inviting consumers to shoot and upload their own video interpretation of the song, booking the largest ever billboard for Coca-Cola in the Middle East (measuring 175 metres in length), and a Guinness world record attempt in Dubai for “most people to open the legendary Coca-Cola contour bottle at the same time.”

The global campaign was rolled out across the US and Western Europe, as well as India earlier this year, and will continue across the globe. – TradeArabia News Service