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To get Canadians into the Olympic spirit, Coca-Cola Canada has gathered a group of homegrown recording artists to release a Canadian version of its original “Open Happiness” song.
The song, according to Coca-Cola, “reflects the spirit of positivity, optimism and fun” expressed in the company’s new global marketing campaign (of the same name) that invites consumers to embrace life’s pleasurable moments.
The integrated campaign—including point of sale, promotions, outdoor and print advertising, digital and music components—first launched in the U.S. earlier this year, followed by Hong Kong and Singapore.
Top American artists originally recorded the song in March, and Coke has since produced several different versions for other countries.
So far the song has garnered a positive response worldwide, and is currently number one in China, said Kirsten Mihailides, manager of public affairs and communications for Coca-Cola’s 2010 Olympic project.
“It’s had a great response with the general public and speaks to what we are during the Olympics and seemed to be the perfect fit for us,” she said.
The Canadian version features Kardinal Offishall, Jay Malinowski of Bedouin Soundclash and Coeur de pirate (Béatrice Martin), an up-and-coming singer-songwriter from Quebec.
Mihailides said Coca-Cola Canada was looking for a range of artists that represented a broad range of musical tastes.
“I was particularly interested after hearing the song that was done in the States with artists like Cee-Lo Green,” Kardinal Offishall said in a release. “It’s an honour to have the opportunity to participate in the Canadian version that will be part of what Coke is doing at the Vancouver 2010 Olympic Winter Games and I’m really happy with how it’s turned out.”
“Open Happiness” will be integrated into the company’s marketing efforts through March 2010, with new commercials set to launch next week, said Mihailides. The Canadian version of the song was produced by Vapor Music in Toronto, while MacLaren McCann and Cossette handled the creative.
Starting this month, “Open Happiness” will be available for download in English and French on iCoke.ca, said Mihailides.
The song will also be used for ringtones and integrated into the Olympic Torch Relay and site activities during the Games, including a live performance from all three artists.
In addition, Coca-Cola Canada has launched a 30-second TV spot prompting consumers to check under the cap or flap of specially marked packs of Coca-Cola to see if they’ve won a trip to the Winter Games.
