Agency: Wieden & Kennedy
Coca-Cola Great Britain has premiered its latest TV and online activity under its ‘Open Happiness’ strap-line.
The 30 and 60 second spots feature a fairytale theme of ladybirds, butterflies, bees and beetles in a summertime world, set to the soundtrack of the Peter and the Wolf March.
The bugs work together to kidnap a closed bottle of Coca-Cola from its resting owner and manoeuvring it through an enchanting environment until they discover a beetle equipped to open the bottle.
The campaign broke online first, the idea being to reach key teen audiences, who spend a lot of time online. ahead of the TV launch three days later.
Online, an interactive game, ‘RumbleBug’, created by Cybercom, is being hosted across sites including Facebook and MSN.
A month long takeover of the brand’s loyalty website Coke Zone is allowing users to pick up a selection of prizes such as iPods and phone credit. Coke Zone is sending out newsletters and emails to teens and young adults and supporting outdoor creative has been created by McCann.
Zoe Howorth, market activation director for Coca-Cola Great Britain explains: “By breaking the activity online, we’re reaching out to teens and young adults while rewarding them with content to enjoy and share with friends.”