Coke 'Open Happiness' campaign debuts with backing by Gnarls Barkley and Fall Out Boy

by Joe Thomas, marketingmagazine.co.uk 22-Jan-09, 17:30

LONDON - Coca-Cola has brought together music acts Gnarls Barkley, Fall Out Boy and Gym Class Heroes to unveil its latest global ads carrying the new strapline, 'Open Happiness'.

According to Coca-Cola, music will play a central role in ‘Open Happiness.' A new track created for one of the ads will be released as a single. The track is a collaboration with Gnarls Barkley's Cee-Lo, Patrick Stump from Fall Out Boy, Brendon Urie from Panic at the Disco, Travis McCoy from Gym Class Heroes and Grammy-nominated Janelle Monae contributing.

The global campaign, which broke earlier this week on ‘American Idol' on FOX in the US tonight, also includes new point of sale, promotions, outdoor and print advertising, digital and music components. A selection of the ads, can be viewed via the Coca-Cola website, will later be rolled out globally.

The strapline ‘Open Happiness' is an evolution of the Coke Side of Life, a campaign that featured the ads ‘Video Game,' ‘Happiness Factory,' and ‘It's Mine'.

The global campaign has been developed in partnership with Wieden + Kennedy, Coke's global agency since 2006.