Coca Cola is “the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands…With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate.” The Coca Cola mission is to refresh the world, inspire moments of optimism and happiness, and create value and make a difference. With these values in mind, Coca Cola has recently launched the #MakeItHappy campaign.
For years, Coca Cola’s slogan has been “open happiness” but what does that mean? The Coca Cola website says, “Happiness to us is anything that can bring a smile to someone's face. We're in the business of spreading smiles and opening happiness every day all across the world. We know we might not change the world over night, but if we can add just a few smiles to the world then we've done our job.” With the slogan of open happiness Coke has ran many campaigns that work to spread happiness worldwide. Over the summer we had the #ShareACoke campaign that invited you to share a coke with your BFF, soulmate, brother, etc. while other bottles listed specific names of people to #ShareACoke with. During the holiday season, Coke ran the #MakeSomeoneHappy campaign that is very similar to their current campaign.
This new campaign works as an active extension of the old ones. Coca Cola wants to effect an actual change in the world. They have partnered with DoSomething.org to help end cyberbullying and to change the way we speak to each other online. To spread the word, they have utilized many different social media platforms and partnered with many YouTube stars. This campaign is SUCCESsful because of its attention to emotion and creating stories. The combination of creating stories that spark emotion is powerful in advertising because it urges consumers to participate in their campaign and help to change the world. The best part about this campaign is that it doesn’t sell the product; it’s solely about spreading positivity and helping the victims of online bullying.
The entire campaign centers on spreading compliments, which is one of the simplest things we can do that truly make a difference. The Coca Cola DoSomething.org page states, “Positive messages can improve self-esteem and create a happier, more positive Internet.” Coca Cola is inviting everyone to Instagram a selfie with a #Smile as a way to sign the petition to continue spreading happiness and positivity on the Internet. Will you join in their attempt to spread a little happiness around?