Coca-Cola Canada is celebrating random acts of kindness through a new integrated advertising campaign as part of the ongoing “Open Happiness” platform.
Building on its global “Happiness” brand campaign, the beverage maker embarked on a cross-country search to find Canadians who are on a mission to make the world a kinder place. In its travels, Coca-Cola came across 16-year-old Sheliza Kassam, a Calgary native who decided three years ago to help families in need rather than accept birthday gifts.
This act of kindness evolved into what is now a non-profit organization that throws birthday parties for children living in shelters. As part of its campaign, Coca-Cola Canada is providing Kassam and other participants with additional resources to continue their efforts.
“More than half of Canadians are motivated to pay-it-forward themselves when they see others making a kind gesture,” said Carolyn Harty, senior brand manager at Coca-Cola, in a release. “It is these small acts of kindness that make a larger difference and inspire and create happiness.”
Stories like Kassam’s are being collected as part of Coca-Cola’s Open Happiness Project, a program that gave 22 young and aspiring Canadian filmmakers grants to capture stories of how young people are spreading joy across the country.
Coca-Cola is also spreading its message on specially-designed cans and packaging that includes inspirational messages that read: ‘Why not share a little happiness this summer?’ or ‘Why not surprise them with a special dinner?’ The summer packaging will be in stores until Aug. 31 or while supplies last.
The campaign is supported by a media relations push that includes the results of a national survey conducted on the brand’s behalf by Environics Research . According to the survey, Canadians have shown kindness to others through random actions an average of four times in the last four weeks. These random acts include opening a door, offering to carry heavy items or giving up a seat on public transit. Yet, 70% of Canadians feel many of these acts don’t receive the recognition they deserve.
Coca-Cola first introduced the “Happiness” campaign to the Canadian market in 2009 to coincide with Vancouver 2010 Olympic Winter Games. The integrated campaign included point of sale, promotions, outdoor and print advertising, digital and a homegrown version of the brand’s original “Open Happiness” song.
Creative for the current campaign was developed by Zulu Alpha Kilo, which handles all Canadian Coke work. UM handled the media buy, Mosaic managed the experiential/event marketing, Gravity ran social media and digital, while Environics Communications oversees PR for the campaign.
