Coca-Cola has unveiled an uplifting new film touting “Choose Happiness”, part of the company’s effort to streamline messaging across all its brands.
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. The brand has unveiled a new UK campaign as it makes the first step towards its ‘One Brand’ strategy; in which the packaging and advertising of its four product variants.
The film, created by Ogilvy & Mather Amsterdam, features energetic, quick-cut scenes of young people embracing life to its fullest, but it’s the track, “What Are You Waiting For?” that gives it its real, motivating verve.
eBook: Psychological principals of high-converting websites
Increase conversion rates by as much as 266% by applying psychology to your clients' sitesGrab Your Free Guide
The spot and its extended version all subtly feature Coke bottles of every stripe among gaggles of people living the good life.
The ad features an array of people, from glamorous types to misfits, from animals to newborn babies, with a cast incuding a lone Hell’s Angel, a couple fighting, a female protester whacking a policeman’s riot shield, a man running through a wheat field and people raving in the woods while holding their bottles of Coke aloft.
Choose Happiness. What Are You Waiting For? – Extended Version
Rapper and producer HT provides the rousing soundtrack to a new epic ad. For now that message is “Choose Happiness” featuring Amsterdam-based artist/producer HT rapping about what it takes to be happy.
The spots captures the rich variety of life, albeit with even the combative events depicted shot through with on-brand glister, and asks viewers to “Choose Happiness”. The new theme, “Choose Happiness”, continues Coke’s tradition of casting itself as synonymous with joy. But it takes a more aggressive tone than usual.
Not only can you be happy, you should be happy, right now, and all you have to do is reach out and grab it.
The message of “Choose Happiness” is that you should choose among the red, green, black and white versions of its product. All four Coke brands are featured in the product shot in the ad.