COCA COLA

The case is all about Coca cola a giant beverage global firm integrated advertising “open happiness”. The campaign was launched in 2009 to rebrand the image of the company world wide and also to recover the amount of fall in the brand value that took place in 2001 and 2003 during Indian crisis. Another aim was to increase the sales of sparkling beverages of Coca –Cola Company. When Europe was under the crisis during recession since 2007 and India had felt the drawback of crisis in issue related with coke-cola various campaigns were launched various to invite people all around the world to refresh themselves and enjoy the pleasure in life.
One of the leading campaigns was the “Coke side of life “launched in 2006 to regain the sales. The aim of the campaign was to make Coca-cola relevant to the customers but due to global economic recession and customers attracting towards non-carbonated drinks created a problem for the company. The case discusses the various objectives and elements of “Open happiness” in terms of new sales, promotions, and advertising and music components. The case shows how the campaign of coca cola was successful to be adapted according to the taste and preferences of the people in different countries and how it strikes the right steps to influences customers of different countries. The coca cola is considered as the world’s largest beverage company. It was established in 1866 by john Permberton pharmacist in Atlanta. The company started selling syrup with fountain water as a potion for mental and physical disorder. In 2003 they changed their business into carbonated drinks and were considered as the world’s largest non-alcoholic beverage and syrup with more than 600 sparkling and still brands. The brand is well recognised as the worlds most valuable brand with value of 12 billion dollars other brands. It includes Dietcoke,