“Open Happiness” is the sunny and cheerful name of Coca-Cola’s new global integrated marketing campaign. In 2009, the beverage company is inviting people to embrace the happy side of life with new points of sale, promotions, outdoor and print advertizing as well as digital and music components and more… 

It’s all about lifting spirits and that, of course, means music: in the Middle East, look out for Nancy Ajram’s new track “Eftah Tefrah”. With this song, the Lebanese star is adding to an international ‘Global Happiness’ music repertoire featuring 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. 

Alexis Sacre, President of coca-Cola in the Middle-East explains that the campaign is, essentially, an invitation to spread cheerful thoughts as well as the simple pleasure of sipping an ice-cold Coke: “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, anyplace.”
And the place to share happy moments is the new “Happiness Blog” where people can upload their own testimonials about happiness. 

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; Bluetooth-enabled outdoors to download the theme song; booking the largest ever billboard for Coca-Cola in the Middle East (measuring 175 meters 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.”