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May 2, 2011

Expressions of Happiness

by aliciaarnold
Coca Cola: Machine of the Friendship

Image by Buou via Flickr

There are all kinds of things that make people happy. Movies, books, comedians, experiences. When I think of happy experiences, Disney is top of mind. Makes sense, right? Amusement park, rides, great characters…all built around an imagined world dedicated to children. Disney is a large-scale business built around happiness. But, how might a soft drink company leverage happiness? A few days ago a friend shared an article about Coca Cola’s Happiness campaign.  I was skeptical until I saw this video.

What I loved the most was how Coca Cola took something as ubiquitous as a vending machine and made it into a unique experience built around the expression of happiness. The creativity involved in imagining a vending machine built around the purpose of making people happy is inspiring. Not sure that it would make me buy more Coca Cola, but inspiring nonetheless.

As you can see from the video, happiness is contagious. Makes me wonder, what are all the ways to elevate a brand by tapping into what it stands for?


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