“Crazy For Happiness” Coke’s New Year Resolution

About the new campaign by Coca-cola - Crazy For Happiness and how it is using social media for it.

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New Year brings hope and a list of new wishes. It is also the time for new resolutions not only for us only but brands that want to connect with us like Coke. In 2012 Coke came up with a resolution to make the world a happier place. Conceptualized by McCann Erickson, the brand launched a campaign and a TVC around it – “Umeed wali dhoop, sunshine waali aasha”, that urged people to look at the brighter side of life and make a better tomorrow. Carrying it further this year, the brand has gone one step further and is celebrating the crazy side of humans to spread kindness and happiness. ((Article Source))

The TVC showcases craziness of real life people who with their crazy acts are trying to change lives and spread smiles. The latest TVC shares real-life stories of Palak Muchhal, who is a teenage singer from Indore and performs stage shows to collect money for treating poor children suffering from diseases and Abhishek Bhowmick, who loves stray dogs and spends a part of his salary for animal welfare. And finally the brand is asking its consumers if they are crazy enough to make the world a happier place.

http://youtu.be/brXRvfzbALI

Social Media Integration

The video that was uploaded to Coke’s YouTube brand channel at the beginning of the year has already got more than 3000 views (at the time of writing this article). The interesting fact is that the growth of the views has taken a steep upward path in the last 6 days and has a fair chance to grow more.

The Facebook page, which is the global page with more than 56 million fans worldwide, has updated the fans with the new TVC. In addition to this, the page is sharing content that is aligned to the campaign and the below screen grab very well reflects that.

coke crazy happiness campaign

Coke has always been known as a brand that brings smiles and celebrates happiness. The new campaign does the same at a time when the world has been marred with too much hatred. Bringing smiles by doing crazy stuff and using real life role models, Coke has once again clearly showed the industry how to be social. That too at a time when most of the aerated beverage brands prefer to stay away from executing any new campaigns. “Crazy For Happiness” campaign is truly a winner even during the chilly winter and with time it will catch a lot of eyeballs both offline as well as online.