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Coca-Cola Open Happiness Campaign Keeps on Rolling

Posted by Shirley Brady on April 26, 2011 12:30 PM

Coca-Cola's Open Happiness campaign that launched with a musical splash during American Idol in 2009 has taken its message on the road with a CLIO award-winning Happiness Machine with a sense of humor; a Happiness Truck, dispensing soft drinks and fun items in Brazil and beyond; and a Happiness Store, offering convenience and smiles (also in Brazil).

Another variation: the Friendship Machine, an elongated version of its Happiness Machine — 11 feet tall, so that people have to help each other get the coin in the slot, with the payoff of getting two drinks for the price of one. 

The Friendship Machine or La Máquina de la Amistad spot was designed to debut during Argentina's "El Dia del Amigo" (Friendship Day) last July:

In Korea, meanwhile, Coca-Cola is promoting its Open Happiness campaign with a musical contest through April 30th, inviting fans to submit their own takes on the 2pm campaign anthem below, for a "We Sing Together" virtual sing-in that connects the dots with its teen-centric Coca-Cola Music global push:

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