Open Happiness
Encyclopedia
Open Happiness is a global marketing
campaign for The Coca-Cola Company
that was rolled out worldwide in the first half of 2009, following the company's "Coke Side of Life" advertising campaign. It was developed by the McCann Erickson
creative agency.
series American Idol
on January 21, 2009, and rolled out to other national markets over the following weeks. In the United States, commercials following the Open Happiness theme appeared during NBC
's broadcast of Super Bowl XLIII
on February 1, 2009, and during ABC
's broadcast of the 81st Academy Awards
on February 22, 2009. Marketing for The Coca-Cola Company based on the Open Happiness theme also appeared in the United States as print ads in newspapers, in television commercials, in outdoor advertising, and in in-store advertising.
. It is a collaboration between Cee-Lo of Gnarls Barkley
, Patrick Stump
from Fall Out Boy
, Brendon Urie
from Panic! at the Disco
, Travie McCoy
from Gym Class Heroes
and Janelle Monae
with Polow Da Don
and Butch Walker
as producers. Directed by award-winning director Alan Ferguson
, the music video for the song debuted on MTV
in July 2009.
The Philippine version was released on April 2009. The song was performed by the five-piece band Sandwich
and a music video was created to it as well. It was never released as a single.
The Coca-Cola Company later began marketing the Open Happiness theme to East Asian markets in June 2009. The Open Happiness song was adapted to the Cantonese language for Hong Kong; the song is sung by Hong Kong pop star Joey Yung
in the country's version of the song and music video.
A version of the song for Singapore was released later in the same month, which had local pop stars Derrick Hoh
and Jocie Guo provide vocals. The song's music video was filmed by Warner Music.
In May 2009, the Coca-Cola Company launched the Open Happiness in the Middle East markets, and an Arabic language
-version of the song was recorded by Lebanese pop icon Nancy Ajram
, called "Eftah Tefrah".
In July 2009, the Open Happiness was launched in the Chinese market, where a Chinese version of the song was recorded by Taiwan singer and songwriter Wang Leehom. In 2010, Taiwan singer, A-Mei
also recorded a version of the song.
The Canadian version of Open Happiness was recorded by Kardinal Offishall
, Bedouin Soundclash
, and Cœur de pirate. It was used during the Vancouver 2010 Olympic Winter Games Torch Relay and at Coca Cola's Pavilion during the games.
On October 28, 2009 Monkey Majik
released their own Japanese rendition of Open Happiness. A music video was made for the single's release.
In November 2009, The Coca-Cola Company launched the Indonesian version of Open Happiness, with the title "Buka Semangat Baru (Open a New Spirit)". It is sung by Ello, Ipang, and Barry from the hip-hop/rock group Saint Loco, and Indonesian-Philippines pop star, Lala.
In February 2010, the Korean version of Open Happiness, performed by 2PM
, was released as a digital download single.
The song charted
in the United States, New Zealand, France, the United Arab Emirates, and Australia. In China, the song simultaneously reached the number one spot on several music charts.
During the Holiday Season of 2010, the band Train
recorded new vocals for their Coca-Cola single "Shake Up Christmas" over the same basic music composed for the "Open Happiness" song.
The Brazilian version is still in use as of 2011, however the slogan has been adapted to "125 Years Opening Happiness", in occasion of the brand's anniversary.
Global marketing
The Oxford University Press defines global marketing as “marketing on a worldwide scale reconciling or taking commercial advantage of global operational differences, similarities and opportunities in order to meet global objectives.”...
campaign for The Coca-Cola Company
The Coca-Cola Company
The Coca-Cola Company is an American multinational beverage corporation and manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups. The company is best known for its flagship product Coca-Cola, invented in 1886 by pharmacist John Stith Pemberton in Columbus, Georgia...
that was rolled out worldwide in the first half of 2009, following the company's "Coke Side of Life" advertising campaign. It was developed by the McCann Erickson
McCann Erickson
McCann Erickson is a global advertising agency network, with offices in more than 130 countries. McCann is a subsidiary of the Interpublic Group of Companies, one of the four large holding companies in the advertising industry....
creative agency.
Strategy
The campaign was launched on the reality televisionReality television
Reality television is a genre of television programming that presents purportedly unscripted dramatic or humorous situations, documents actual events, and usually features ordinary people instead of professional actors, sometimes in a contest or other situation where a prize is awarded...
series American Idol
American Idol
American Idol, titled American Idol: The Search for a Superstar for the first season, is a reality television singing competition created by Simon Fuller and produced by FremantleMedia North America and 19 Entertainment...
on January 21, 2009, and rolled out to other national markets over the following weeks. In the United States, commercials following the Open Happiness theme appeared during NBC
NBC
The National Broadcasting Company is an American commercial broadcasting television network and former radio network headquartered in the GE Building in New York City's Rockefeller Center with additional major offices near Los Angeles and in Chicago...
's broadcast of Super Bowl XLIII
Super Bowl XLIII
Super Bowl XLIII was an American football game pitting the American Football Conference champion Pittsburgh Steelers against the National Football Conference champion Arizona Cardinals to decide the National Football League champion for the 2008 season. The game was played on February 1, 2009,...
on February 1, 2009, and during ABC
American Broadcasting Company
The American Broadcasting Company is an American commercial broadcasting television network. Created in 1943 from the former NBC Blue radio network, ABC is owned by The Walt Disney Company and is part of Disney-ABC Television Group. Its first broadcast on television was in 1948...
's broadcast of the 81st Academy Awards
81st Academy Awards
The 81st Academy Awards ceremony, presented by the Academy of Motion Picture Arts and Sciences , honored the best films of 2008 and took place February 22, 2009, at the Kodak Theatre in Hollywood, Los Angeles beginning at 5:30 p.m. PST / 8:30 p.m. EST...
on February 22, 2009. Marketing for The Coca-Cola Company based on the Open Happiness theme also appeared in the United States as print ads in newspapers, in television commercials, in outdoor advertising, and in in-store advertising.
Music
Music plays a central role in the campaign. The first Open-Happiness-based song was initially featured in a television commercial for the American market. The song was released as a singleSingle (music)
In music, a single or record single is a type of release, typically a recording of fewer tracks than an LP or a CD. This can be released for sale to the public in a variety of different formats. In most cases, the single is a song that is released separately from an album, but it can still appear...
. It is a collaboration between Cee-Lo of Gnarls Barkley
Gnarls Barkley
Gnarls Barkley is an American soul duo comprising Danger Mouse and Cee Lo Green. Their first studio album St. Elsewhere was released in 2006; along with its first single "Crazy". Both single and album were a major commercial success and have been noted for their large sales by download...
, Patrick Stump
Patrick Stump
Patrick Vaughn Stump is an American singer-songwriter, composer, record producer, and music critic. He is the composer, lead singer, and multi-instrumentalist of Fall Out Boy, an American rock band from Wilmette, Illinois, and is also a solo artist...
from Fall Out Boy
Fall Out Boy
Fall Out Boy is an American rock band from Wilmette, Illinois, formed in 2001. The band consists of vocalist, guitarist and composer Patrick Stump, bassist and lyricist Pete Wentz, guitarist Joe Trohman, and drummer Andy Hurley. The band released five studio albums from 2003–2008...
, Brendon Urie
Brendon Urie
Brendon Boyd Urie is an American musician and the lead vocalist, rhythm guitarist, pianist and singer-songwriter of Panic! at the Disco. He also plays drums, bass guitar, accordion, organ, cello, violin, and trumpet.-Early life:...
from Panic! at the Disco
Panic! at the Disco
Panic! at the Disco is an American alternative rock duo, formed in Las Vegas, Nevada in 2005. Since its split, the band's line-up includes Brendon Urie and Spencer Smith . Former members Ryan Ross and Jon Walker left the group in 2009...
, Travie McCoy
Travie McCoy
Travie Lazarus McCoy is an American singer and rapper. He is the lead vocalist of the alternative hip-hop band Gym Class Heroes. He released his debut solo album Lazarus on June 8, 2010....
from Gym Class Heroes
Gym Class Heroes
Gym Class Heroes is an American hip hop rock band from Geneva, New York. They have collaborated with Fall Out Boy's Patrick Stump on numerous occasions, notably for providing backing vocals on the song "Cupid's Chokehold." Stump also produced the majority of their album The Quilt.The group formed...
and Janelle Monae
Janelle Monáe
Janelle Monáe is an American R&B/soul musician signed to Bad Boy Records and Atlantic Records.Monáe debuted with a conceptual EP, Metropolis: Suite I ...
with Polow Da Don
Polow Da Don
Polow-Freache Jamal Fincher Jones , better known by known by professional name Polow da Don or Awesome Jones, is an American record producer, songwriter, rapper, and singer. His cousin is Atlanta singer Monica. He has produced for a variety of artists including Usher, Nelly, Christina Aguilera, T.I...
and Butch Walker
Butch Walker
Butch Walker is an American recording artist, songwriter, and record producer. He was the lead guitarist for the metal band SouthGang from the late 80s to early 90s as well as the lead vocalist and guitarist for rock band Marvelous 3 from 1997 until 2001.-Career:Walker grew up in Cartersville,...
as producers. Directed by award-winning director Alan Ferguson
Alan Ferguson
The Hon. Alan Baird Ferguson , Australian politician, has been a Liberal member of the Australian Senate since May 1992, representing South Australia. On 14 August 2007 Senator Ferguson became the 22nd President of the Australian Senate, succeeding Senator Paul Calvert of Tasmania...
, the music video for the song debuted on MTV
MTV
MTV, formerly an initialism of Music Television, is an American network based in New York City that launched on August 1, 1981. The original purpose of the channel was to play music videos guided by on-air hosts known as VJs....
in July 2009.
The Philippine version was released on April 2009. The song was performed by the five-piece band Sandwich
Sandwich (band)
Sandwich is a Filipino rock band that was formed in 1995 by Raimund Marasigan and Diego Castillo for the purpose of fulfilling their mutual desire to work together. Castillo recruited former band mates from The Aga Muhlach Experience Mike Dizon to play drums and Myrene Academia to handle bass...
and a music video was created to it as well. It was never released as a single.
The Coca-Cola Company later began marketing the Open Happiness theme to East Asian markets in June 2009. The Open Happiness song was adapted to the Cantonese language for Hong Kong; the song is sung by Hong Kong pop star Joey Yung
Joey Yung
Joey Yung is a Hong Kong Cantopop singer and actress from Emperor Entertainment Group. She won the prestigious JSG "Most Popular Female Singer" and "Ultimate Best Female Singer - Gold" awards a record breaking six times, thus emerging as one of the premier Cantonese singers in Hong Kong...
in the country's version of the song and music video.
A version of the song for Singapore was released later in the same month, which had local pop stars Derrick Hoh
Derrick Hoh
Derrick Hoh 何維健 , is a Singaporean idol singer.-Career:In April 2005, Derrick auditioned for Project SuperStar, a nationwide talent competition in Singapore organised by Mediacorp....
and Jocie Guo provide vocals. The song's music video was filmed by Warner Music.
In May 2009, the Coca-Cola Company launched the Open Happiness in the Middle East markets, and an Arabic language
Arabic language
Arabic is a name applied to the descendants of the Classical Arabic language of the 6th century AD, used most prominently in the Quran, the Islamic Holy Book...
-version of the song was recorded by Lebanese pop icon Nancy Ajram
Nancy Ajram
Nancy Nabil Ajram is a multi-platinum Lebanese singer and Goodwill Ambassador for UNICEF. With the support of her father, Nancy began performing as a child and released her first studio album by the age of 15...
, called "Eftah Tefrah".
In July 2009, the Open Happiness was launched in the Chinese market, where a Chinese version of the song was recorded by Taiwan singer and songwriter Wang Leehom. In 2010, Taiwan singer, A-Mei
A-Mei
A-Mei , also known by her birth name Chang Hui-mei , is an aboriginal Taiwanese pop singer and occasional songwriter. She is also known by her aboriginal name Gulilai Amit . She was born in the rugged mountains of eastern Taiwan and is the third youngest of nine siblings. A-mei made her debut in...
also recorded a version of the song.
The Canadian version of Open Happiness was recorded by Kardinal Offishall
Kardinal Offishall
Jason D. Harrow , better known by his stage name Kardinal Offishall , is a Canadian rapper and record producer. He is often credited as Canada's "hip-hop ambassador", and is best known for his distinctive reggae and dancehall-influenced style of hip-hop.-Life and career:Harrow was born in...
, Bedouin Soundclash
Bedouin Soundclash
Bedouin Soundclash is a Canadian band currently based in Toronto. Their sound can be described as reggae and ska.-History:The band's current lineup consists of vocalist and guitarist Jay Malinowski, and bassist Eon Sinclair with Sekou Lumumba on drums. Their debut album, Root Fire, released in 2001...
, and Cœur de pirate. It was used during the Vancouver 2010 Olympic Winter Games Torch Relay and at Coca Cola's Pavilion during the games.
On October 28, 2009 Monkey Majik
Monkey Majik
Monkey Majik is a Japanese pop-rock band formed in 2000, consisting of two Canadian brothers and two Japanese members .- Profile :...
released their own Japanese rendition of Open Happiness. A music video was made for the single's release.
In November 2009, The Coca-Cola Company launched the Indonesian version of Open Happiness, with the title "Buka Semangat Baru (Open a New Spirit)". It is sung by Ello, Ipang, and Barry from the hip-hop/rock group Saint Loco, and Indonesian-Philippines pop star, Lala.
In February 2010, the Korean version of Open Happiness, performed by 2PM
2PM
2PM is a South Korean boy band, originally a seven-member group, but currently consisting of six members due to the sudden contract termination of leader Jaebeom following an Internet controversy in September 2009. They are managed by JYP Entertainment...
, was released as a digital download single.
The song charted
Record chart
A record chart is a ranking of recorded music according to popularity during a given period of time. Examples of music charts are the Hit parade, Hot 100 or Top 40....
in the United States, New Zealand, France, the United Arab Emirates, and Australia. In China, the song simultaneously reached the number one spot on several music charts.
During the Holiday Season of 2010, the band Train
Train (band)
Train is an American pop rock band from San Francisco, California, formed in 1994. The band currently comprises a core trio of Patrick Monahan , Jimmy Stafford and Scott Underwood ....
recorded new vocals for their Coca-Cola single "Shake Up Christmas" over the same basic music composed for the "Open Happiness" song.
The Brazilian version is still in use as of 2011, however the slogan has been adapted to "125 Years Opening Happiness", in occasion of the brand's anniversary.