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ADVERTISING CAMPAIGNS

Editors pick. Coca-Cola's "125 Years of Happiness" advert

Brand: Coca-Cola

Agency: Wieden & Kennedy

On May 8 2011 The Coca-Cola Company celebrates its’ most iconic brand’s 125th anniversary across the world.

Throughout 2011 Coca-Cola will be celebrating the biggest milestone globally through its marketing as well as with employees, partners and customers. As part of the campaign, Coca-Cola will be thanking people, places and partners through a series of innovative and cultural events.  
 
On May 8th (the Founders Day), The Coca-Cola Company will mark the date that Coca-Cola was first sold in Atlanta, Georgia in 1886. The company will mark its 125th year through a series of events and celebrations at both headquarters in Atlanta and over 200 countries where it operates.
 
An integrated marketing campaign will support the anniversary in Great Britain including a new TV ad, outdoor, digital Retro Poster Maker and iconic graphics on-pack.  Each element of the campaign will be influenced by the brand’s rich and iconic heritage over the decades, as well as bringing to life its enduring appeal and celebrating 125 years of bringing happiness in a bottle to consumers.
 
To mark this occasion Coca-Cola has released a new TV ad. Starting on April 18, the new TV ad spot takes fans back in time through a series of montage retro images from the brand’s famous past, as well as the soundtrack from Hilltop classic which coined the phrase “I’d like to teach the world to sing”.
 
Millions of bespoke packs will also carry the 125th anniversary heritage artwork branding including limited edition multipack cans giving consumers one of eight free collectable fridge magnets and a special limited edition heritage bottle range available exclusively at Selfridges. This unique collection will showcase the innovation of the original glass bottle through the ages from when Coca-Cola was first bottled through to the iconic Coca-Cola contour bottle.
 
Captivating outdoor advertising will continue to spread happiness throughout the UK with four creative executions highlighting the 125th anniversary heritage artwork across 96, 48, 12 and 6 sheets as well as digital sites.  In addition, five special builds featuring high impact imagery will be placed at busy consumer sites nationwide to make an iconic statement and inspire consumer conversations. Using 3D technology, the builds bring the original glass bottle to life with bubble machines alongside heritage imagery.
 
Making use of its rich iconic advertising archives, Coca-Cola will also introduce a Retro Poster Maker. Giving fans the opportunity to become immortalised in a poster for the first time in the brand’s history and the chance to have their poster on the world renowned Piccadilly Sign.  From April 18 anyone can be the star of a vintage Coca-Cola poster as Retro Poster Maker will be available via Coke Zone.
 
And on May 9th across Europe, Coca-Cola employees will take time out from their day jobs to hit the streets of London thanking consumers by giving out, refreshing ice-cold Coca-Cola.
 
Zoe Howorth, Market Activation Director for Coca-Cola Great Britain comments: "Coca-Cola is a timeless icon that has been synonymous with happiness and is still as relevant today as it was when it first began in 1886.  May 8th is a very special day as Coca-Cola, one of the world’s most favourite brands, is 125 years old and we want to take this chance to say thank you to our consumers, employees and partners for their continued loyalty".  

AJR
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