COCA-COLA launches "HAPPINESS FACTORY -- THE MOVIE" at spectacular onlie carpet premiere event
SECOND LIFE.- VIRTUAL WORLD It was just another happy day in the Happiness Factory, the fantasy world that lives deep inside a Coca-Cola vending machine. The Chinoinks were busily dispensing Coke, the Cappers were capping and the Kissy Puppies were spreading love around the factory when suddenly disaster struck! The alarm bells rang, the red light flashed and the unthinkable happened -- the “Happiness Factory” ran out of Coke!
Unveiled today at a spectacular online global premiere event in virtual world Second Life, “Happiness Factory -- The Movie” portrays the adventures of a factory worker as he embarks on a quest to replenish the Coke, putting the happiness back in the “Happiness Factory”.
Watching the three and a half minute film at the exclusive gala event was an international crowd of nearly 100 glamorous avatars dressed in red carpet fashions, including singing sensation Avril Lavigne and reporters from more than 16 countries worldwide.
Marc Mathieu, senior vice president, Global Brand Marketing and Creative Excellence, The Coca-Cola Company, and host of the premiere event said, “Everything about this campaign takes its lead from the entertainment industry -- from the movie-style trailers to the authentically designed movie posters to the promotional packaging. It was only fitting that for our launch we chose a full-fledged movie ’premiere’.”
Since launching in 2006, the original “Happiness Factory” has gone on to become the highest rated global spot The Coca-Cola Company has ever tested. Now airing in over 100 countries, the ad has received numerous advertising industry accolades, winning a “Silver Lion” at the 2007 Cannes advertising awards, the “Grand Prix Gold Prize” at the 2006 Epica Awards and most recently a nomination for a primetime commercial “Emmy” in the United States.
The launch of the sequel marks the next phase in the award-winning “Coke Side of Life” campaign, which is continuing to drive Coca-Cola trademark brands to perform at their best globally, in nearly a decade.
Mathieu added, “In ’Happiness Factory -- The Movie’, the iconic Coca-Cola contour bottle and the enduring mystery of the brand’s secret formula, come together to create a great piece of entertainment for the audience and an effective way for us to express the values of the Coca-Cola brand. We hope that our consumers will have fun with the campaign and think it is a sequel worth waiting for!”
The campaign also includes 30- and 60- second trailers, movie-inspired poster ads, promotional packaging, character licensing and interactive digital elements.
Now running in 150 countries representing more than 95 percent of Coca-Cola brand volume, the “Coke Side of Life” was designed to reflect the values of “optimism” and “positivity” that have always been at the heart of the brand. The campaign invites consumers to live on the “Coke Side of Life” and make positive choices everyday.
“Happiness Factory -- The Movie” is available to view at www.coke.com/hf.
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