In the first week of March, Coca-Cola became the master brand for classic Coke, Diet Coke, Coke Zero and Coke Life under a new one-brand strategy. In the first week of May, the first one-brand TVC launched in the UK, which is Europe’s flagship market. All four Coke brands are featured in the product shot in the ad.
The campaign is called Choose Happiness, which is also the private mantra of teens and twenty-somethings in all its markets and the secret wish of everyone younger and older, is it not?
The first ad is Choose Happiness: What are you waiting for? It’s an Ogilvy Amsterdam created montage of happy moments connected by a rap song written and performed by Amsterdam rapper and producer, HT, who belongs to the hip hop set that includes DJ Grandmaster Flash, Rakim and Jungle Brothers.
HT is also a participant in Universal Zulu Nation. The international hip hop awareness group was formed and headed by hip hop pioneer, Afrika Bambaataa, in the 70s and uses music to help young people find a better path through education, mentoring and community awareness programs. It now has branches in Japan, France, the UK, Australia, Canada, South Korea and the Cape Flats in Cape Town South Africa.
The ad’s (trending) laid back attitude and ideas like, “Why wait for happiness to happen to you/ When it’s something we can just choose to do,” seem to have next YouTube hit in their DNA.
The 30 second ad first aired on 1 May and will run on TV for four weeks. A 60 second version is running in cinemas and online. It is being supported by OOH ads in the UK. HT has social responsibility cred. Leading with its social (and environmental) responsibility is the other half of Coca-Cola’s ongoing marketing strategy.
Creative credits:
Creative agency: Ogilvy Amsterdam
Chief creative officer/musician: Darre van Dijk
Art director: Jurriaan van Bokhoven
Copywriters: Jesse Ridder & Rob Voortman
Agency editors: Mees Ubachs & Juriaan van Berkel
Agency producer: Pirke Bergsma
Production company: Caviar Content
Director: Arnaud Uyttenhove
DOP: Dimitri Karaktsanis
Executive producer: Eva van Riet
Producer: Lynn Bernaerts
