Coke unveils latest phase of “Choose Happiness” campaign

Coca-Cola Great Britain (CCGB) has this week revealed the next phase of Choose Happiness, the campaign promoting its new “one brand” strategy.  Following on from the What Are You Waiting For? TVC released last month, the brand has now launched Choose Coca-Cola – a new TV ad which showcases the full range of Coca-Cola beverages – Red, Diet, Zero and Life.

The TVC illustrates the full Coca-Cola range and brings to the life the distinct characteristics of each variant together for the first time.  The advert also references the heritage of the brand and includes an array of cultural moments across the decades, from the 1890s, through to the ’80s and ’90s, and up to the present day.

Bobby Brittain, marketing director of Coca-Cola Great Britain amp; Ireland, said: “This is a really exciting time for us because, for the first time ever, we have brought all four variants together under one umbrella. It marks a significant step change in our approach to marketing Coca-Cola and it really brings to life the unique characteristics of each drink within the range.”

New out-of-home (posters, etc) advertising featuring iconic London landmarks and references will also run across the capital. The Coca-Cola London Eye is one of the London landmarks featured in the new creative that will run from this week in key locations, as well as across London buses and taxis.

Alongside the new creative, the brand continues to encourage consumers to “Choose Happiness” with a new onpack promotion to help consumers capture the moments that make them happy across the summer. Up to one million selfie sticks will be up for grabs on 500ml bottles of Coca-Cola across all variants from the start of the month.

The new ad can be viewed here: https://www.youtube.com/watch?v=jEyzfhkbF-8

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