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Coca-Cola’s New Happiness Truck Campaign

Coca-Cola just ran a new campaign as a sequel to their famous Happiness Machine that generated over 3 million views. The new Coca-Cola “Happiness Truck” takes on a more international approach as it drives and spreads happiness in Rio de Janeiro in which the truck gives out free Cokes, soccer balls, t-shirts and other free gifts to all those who press the large button on the truck. The Coca-Cola company just launched their new video on its Facebook Page today.

Coca-Cola, whose Happiness Machine video became a feel-good hit for the brand last year with 3 million views, is back with a sequel that offers more of an international flavor.

Allen Adamson, managing director of Landor Associates, says “Happiness Machine” was “brilliant” and fits in well with the brand’s image. “It was an unexpected moment of joy and surprise around one of the most mundane touch points there is — a vending machine.” Adamson favorably compared the viral videos with Coke’s Super Bowl spots, which he said were good, but didn’t get the water cooler buzz of, say, VW’s “The Force.” – via Mashable.com

This marketing stunt is simply brilliant as it associates the brand with spreading happiness. Although it’s not quite guerrilla marketing, it is still a very effective marketing campaign that I felt needed to be shared. Let us know what you think by commenting and spreading the word!

Coca-Cola Happiness Truck Guerrilla Marketing

The Coca-Cola Philippines Happiness Truck

The Old Happiness Machine

Written by Ryan Lum

Ryan Lum is the founder and editor of Creative Guerrilla Marketing. He is passionate about creative marketing, social media and design. Connect with him on LinkedIn,Twitter or Google+

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  1. When I asked Clark about this criticism, she identified a broader challenge for Coca-Cola: “If I think about the over-all context of our campaign and our film, it seeks to include everyone. That’s a tall remit with seven billion people in the world.” She added, “If we want to be the world’s most inclusive brand and say we are, we’ve got to speak to those audiences.” In other words, if Coke’s mission is to sell its product to everyone in the world, it will have to find ways to feature all kinds of people in its ads, including the most downtrodden, and to persuade them of the message that Coca-Cola is synonymous with happiness. When you’re talking to migrant laborers in Dubai, it surely requires more than a small measure of creativity to make that case.

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