Coca-Cola Canada begins Make It Happy campaign
Coca-Cola Canada has begun a new campaign called "Make It Happy." The effort began with the release of a 60-second television commercial during the broadcast of the Super Bowl XLIX yesterday. This was the first time a Coca-Cola Super Bowl ad aired in Canada. Developed by Wieden & Kennedy of Portland, OR, the creative focuses on negativity in social media posts and online comments, encouraging consumers to be more positive in their online interactions. The ad depicts a bottle of Coca-Cola being accidentally spilled into a server, resulting in happiness spreading across the Internet.
The commercial is being accompanied by a series of online videos posted on the brand's Canadian social media channels. The videos depict the personal stories of teenagers and adults who have experienced online negativity. The campaign also includes additional social media activities.
"Coca-Cola has always stood for optimism, uplift and inclusion," said Diego Moratorio, director of marketing at Coca-Cola. "We take great pride in celebrating the values of the brand and this year's campaign illustrates the importance of creating more positivity and happiness in the real world and beyond. We hope to inspire Canadians to stop and think before posting a negative comment online."