Coca-Cola: Open Happiness

Coca-Cola has launched Happiness Factory 3, continuing their ad campaign which features the fantasy world inside a Coca-Cola vending machine. The latest installment includes a new TV commercial, a music track featuring some of today’s hottest artists, and a series of interactive video games.

Image: Coca-Cola

This chapter of Happiness Factory is entitled “Yawnbusters.” The new story centers around what happens to the factor workers when they are yawn, getting drowsy and unproductive, then get re-invigorated with an ice-cold Coke.

The History

Originally launched in 2006, Happiness Factory was designed to promote the values of “optimism” and “positivity” that are essential parts of the Coca-Cola brand. Happiness Factory aired in over 100 countries and has received global acclaim, awards and accolades.

The Commercial

Happiness Factory 3 uses state-of-the-art animation techniques, made by a team of 3-D animators from the animation agency, PSYOP. The new TV commercial will be aired in 30- and 45-second formats.

Watch all three Happiness Factory commercials, including Happiness Factory 3, in these videos.

The Music

Image: Coca-Cola

A new element that is now part of Happiness Factory with the launch of Happiness Factory 3 is the music. Coca-Cola has teamed up with Warner Music and some of the hottest performers to create the “Open Happiness” single. The song accompanies the latest commercial and uses the famous 5-note melody from the first two commercials.

The single features 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 P-Diddy’s latest protégé and Grammy-nominated Janelle Monae. “Open Happiness” is available beginning today, March 16, 2009, from iTunes with an exclusive “Making of” video. A percentage of sales from the single will be donated to charity through Coca-Cola’s ‘Live Positively’ platform.

“Coca-Cola is such an iconic brand around the world with a rich history of quality and integrity,” stated Camille Hackney, SVP, Brand Partnership and Commercial Licensing, Atlantic Records. “As we strive to create career artists who make music with worldwide resonance. The pairing of the artists on this song with the Coke brand is a perfect match and we anticipate it being
a huge global success.”

A MySpace premiere of the track has also been launched at myspace.com/openhappiness. The track will also be incorporated into Coca-Cola brand marketing efforts on radio and online, including on the Coke Facebook page, which has over 3.3 million fans.

Additionally, the famous Coca-Cola signs in London’s Piccadilly Circus and NYC’s Time Square will promote the “Open Happiness” single. It will also be mntioned in Coca-Cola packaging worldwide.

The Gaming Website

The music isn’t the only new thing about the third part of Happiness Factory. They have also launched a new Happiness Factory 3 gaming website. Users choose the role of one of the Happiness Factory workers, punch their timecard and then get to work completing a list of tasks (such as running a coin down a mountina or going on a high speed journey through the ice world). The rich animations immerse visitors in the world of the Happiness Factory.

Image: Coca-Cola

The Push

With the great success of the first two Happiness Factory commercials, Coca-Cola has set themselves up for more of the same. By integrating the music component and gaming website, they have extended their reach even further with this multi-dimensional campaign. Expect the campaign to gain momentum through the first half of the year as it rolls out to markets around the globe.

Image: Coca-Cola