COCA-COLA TURNS GLOBAL ENTERTAINER WITH THE LAUNCH OF HAPPINESS FACTORY 3 AND ACCOMPANYING
MUSIC SINGLE ‘OPEN HAPPINESS’
Coca-Cola takes center stage as global entertainer and transmedia storyteller, as Happiness Factory 3 further immerses consumers in the next chapter of the fantastical world inside a Coca-Cola vending machine. The now famous Happiness Factory workers are the stars of this series of uplifting ‘stories’ that bring their magical world to life across multiple media channels. The latest installment includes a new commercial, a music track featuring some of the hottest acts from the worlds of rock and hip hop, and a series of interactive video games.
The next chapter in the Happiness Factory series is titled ‘Yawnbusters’ and is the third in a series of award-winning commercials. The new tale is one of uplift – told through the dramatization of what happens to the Happiness Factory workers when they are reinvigorated with a refreshing ice-cold Coke. The global marketing campaign takes cues from to create a rich and immersive world for consumers to interact with the brand and featuring all the hallmarks of movie-world success, from a heroic cast of characters to fantasy storylines.
Jonathan Mildenhall, vice president, Global Advertising and Creative Excellence at The Coca-Cola Company, explains, “The Happiness Factory continues to be a huge success story for Coca-Cola. This latest campaign takes the concept one step further, adopting a truly transmedia approach to bring our consumers on an uplifting and compelling narrative journey. The narrative centers around the premise that inside the unassuming exterior of every Coke vending machine is a gateway to the Happiness Factory - a mystical land where imaginative creatures work to ensure the magic of Coca-Cola is in every bottle.”
Happiness Factory 3: The Commercial
It is the middle of the afternoon and a student decides it’s time for a break. He yawns as he heads over to a vending machine for a Coke, and a lookout worker inside the Happiness Factory can’t help but yawn in response, sending an infectious ripple of yawns across the workers inside. Their works slows down and their focus is clearly diminished. Realizing the situation “Wendy,” the quirky majorette character, claps to summon the “Yawnbusters” – hands that break through the scenery to deliver refreshing Coca-Cola to everyone. Revitalized and invigorated by a Coke, their yawns are replaced with the trademark energetic five-note whistle of the Happiness Factory.
Happiness Factory 3 was produced by Wieden+Kennedy Amsterdam using “state-of-the-art” animation techniques, by a team of 3-D animators from animation agency PSYOP. The commercial will be aired in 30” and 45” formats.
Happiness Factory 3: The music
A new element to the campaign is the extension of the music into a single. The Coca-Cola Company and Warner Music have teamed up to record and release a music track featuring some of the hottest acts from the worlds of rock and hip hop. The Open Happiness single, which will accompany the Happiness Factory 3 TVC, uses the 5 note melody made famous in Happiness Factory 1 and 2. The track is a unique collaboration, featuring the combined and diverse talents of 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. The track is an upbeat, up-tempo expression of the message of uplift delivered in the new commercial. It will be available to download from iTunes from March 16.
Happiness Factory 3: The website
Another part of the global entertainment package is a brand new Happiness Factory 3 gaming website, which allows Coke fans to interact with and explore the fantastic world inside the Coke vending machine through a graphically rich and engaging online gaming experience. Adopting the role of a worker in the Happiness Factory, a player is entrusted with a list of tasks; from running on top of a coin down the mountain to a high speed journey through the ice world of the Penguins to directing the orchestra to the rhythm of the “Open Happiness" song. Through the new website, Coca-Cola has pushed the limits of available technology to bring visitors amazing richness of detail to truly immerse themselves in the world of the Happiness Factory.
Happiness Factory: The Story So Far…
Happiness Factory was launched in 2006 as part of the Coke Side of Life campaign designed to express the values of ‘optimism’ and ‘positivity’ that have always been at the heart of the Coca-Cola brand. Since its launch, Happiness Factory has gone on to become the highest rated commercial that The Coca-Cola Company has ever tested. Now airing in over 100 countries, the ads have received global acclaim and many advertising industry accolades, including a “Silver Lion” at the 2007 Cannes advertising awards; the “Grand Prix Gold Prize” at the 2006 Epica Awards and most recently, the MAX award for the Best Advertising and Branding category.
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About The Coca-Cola Company
The Coca-Cola Company is the world’s largest beverage company, refreshing consumers with nearly 500 sparkling and still brands. Along with Coca-Cola, recognized as the world’s most valuable brand, the Company’s portfolio includes 12 other billion dollar brands, including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, POWERade, Minute Maid and Georgia Coffee. Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy the Company’s beverages at a rate of nearly 1.6 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate. For more information about our Company, please visit our Web site at www.thecoca-colacompany.com
EDITOR'S NOTE: You can view all B-roll footage and listen to the new single as well as view the archive commercials from this campaign on the Multi-media News Release site below:
‘Coca-Cola’, ‘Coke’, ‘diet Coke’, ‘diet Coca-Cola’, ‘Coca-Cola Zero’ and ‘Coke Zero’ are registered trade marks of The Coca-Cola Company
COCA-COLA SUPER-GROUP SET TO RELEASE “OPEN HAPPINESS” SINGLE IN GLOBAL MUSIC PARTNERSHIP
The Coca-Cola Company and Atlantic Records bring together some of the hottest names in music to record the soundtrack to “Happiness Factory 3”
The Coca-Cola Company and Warner Music Group’s Atlantic Records have come together to record and release a new song featuring some of the hottest acts from the worlds of rock, pop and hip hop.
Launching today, the track will accompany the third in the Coca-Cola “Happiness Factory” series of commercials, and uses the 5-note melody made famous by the ads. Titled “Open Happiness”, the single features the combined talents of Cee-Lo Green, Fall Out Boy’s Patrick Stump, Brendon Urie from Panic at the Disco, Travis McCoy from Gym Class Heroes and acclaimed, Grammy nominated songstress Janelle Monae. The song reflects the spirit of positivity, optimism and fun expressed in “Open Happiness,” the new global integrated marketing campaign for brand Coca-Cola.
Two superstar producers; Butch Walker (who co-wrote the track with Cee-Lo Green) and Polow Da Don produced the musical collaboration. These award-winning producers have set out to mix their worlds of rock and hip-hop and create a really cutting edge sound that brings the Open Happiness campaign to life.
The super producers have been responsible for some of the most popular music of recent years and between them have worked with acts such as Usher, Kelis, Pink, Fergie, Pussycat Dolls, Avril Lavigne and Katy Perry.
“Adding a musical element to our popular Happiness Factory franchise is a natural progression to really making it a trans-media property,” said Umut Ozaydinli, global music marketing manager, The Coca-Cola Company. “Working with established artists like Cee-Lo Green and Patrick Stump of Fall Out Boy and up and coming artists like Janelle Monae really brings together a unique mix of genres of music. Our new campaign is all about inviting people to share a little happiness and enjoy life’s simple pleasures. We believe that, through the use of music, we are able to enhance this message and help people to connect and have fun with the campaign.”
"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. “At 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.”
Music will be embedded into the Open Happiness campaign. The track will appear as the soundtrack to the new Happiness Factory TVC and be utilized as a vehicle outside of traditional advertising. In addition, a percentage of the single sales will be donated to charitable causes through the Company’s ‘Live Positively’ platform.
Commented Travis McCoy of Gym Class Heroes, “I think Coke reaching out to up-and-coming and established artists is a really good move - everyone comes out a winner. We as artists get to collaborate with people we look up to and Coca-Cola gets a fresh new song that I think people are going to be really receptive to.”
Added Cee-Lo Green, “I guess what was interesting about the idea at first was Coca-Cola’s interest in me – that was appealing. Music’s marketplace can be very fickle and unforgiving and if you want longevity and you want legend, who better to ask advice from than Coca-Cola?”
The single release will be supported by a huge global push, including: A global MySpace premiere of the track will allow consumers all over the world to access this unique collaboration for the first time beginning March 16th at www.myspace.com/openhappiness.
A global MySpace premiere of the track will allow consumers all over the world to access this unique collaboration for the first time beginning March 16th at www.myspace.com/openhappiness.
The track will be released for sale on iTunes, with an exclusive bundle featuring a “making of” video.
200 million Coca-Cola packs in and alone will include mention of the Open Happiness single.
A music video of the track, featuring the artists and directed by award winning director Alan Ferguson, will premiere globally in May.
The track will be integrated into Coca-Cola brand marketing efforts on radio and online, including with the 3.2 million fans of Coke on Facebook.
World famous Coca-Cola signs in ’s Piccadilly Circus and ’s Time Square will be utilized to promote the Open Happiness single.
Open Happiness builds on the award-winning Coke Side of Life campaign and will serve as the platform for all integrated marketing for brand Coca-Cola globally. The campaign launched first, in the in January, with print, outdoor and TV. The fully integrated campaign – including new point of sale, promotions, outdoor and print advertising, digital and music components and more – will roll out throughout the first half of 2009 in markets around the world.
About The Coca-Cola Company
The Coca-Cola Company is the world's largest beverage company. Along with Coca-Cola®, recognized as the world's most valuable brand, the Company markets four of the world's top five nonalcoholic sparkling brands, including Diet Coke®, Fanta® and Sprite®, and a wide range of other beverages, including diet and light beverages, waters, juices and juice drinks, teas, coffees, energy and sports drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate exceeding 1.4 billion servings each day. For more information about The Coca-Cola Company, please visit our website at www.thecoca-colacompany.com
About Atlantic Records:
Atlantic Records, which celebrated its 60th Anniversary in 2008, currently ranks as the #1 label in the music industry. Founded in , the label grew from literally a one-room operation into one of the world’s preeminent music companies. has released a string of recordings that have had a profound impact on the course of modern music, its rich history including such musical icons as Ray Charles, Aretha Franklin, John Coltrane, and Led Zeppelin. The Atlantic roster today includes many of the world’s most popular recording artists, among them James Blunt, Tracy Chapman, Phil Collins, Death Cab for Cutie, Missy Elliott, Flo Rida, Lupe Fiasco, Gnarls Barkley, Kid Rock, Matchbox Twenty, Jason Mraz, O.A.R., Plies, Sean Paul, Rush, Shinedown, Staind, Rob Thomas, T.I., and many more.
EDITOR'S NOTE: Downloadable materials to support the launch of the new campaign can be found at http://video360.world-television.com/HFIII/