A R E A S O N to B E L I E V E…

The Campaign

• "Reasons to Believe" - part of a global campaign by Coca Cola urging consumers to look at brighter side of life ; believe in a happier and better tomorrow

• Launched in December 2011

• To celebrate 125 years of coca cola’s existence

• Based on research conducted in 2010 on the world situation

• Extension of ‘open happiness’ campaign

• Song by band Oasis of ‘Wonderwall’ fame released in Dec 1994

• Aimed at raising the corporate brand image of the company

I'm free to be whatever IWhatever I chooseAnd I'll sing the blues if I wantI'm free to say whatever IWhatever I likeIf it's wrong or right it's alright

Always seems to meYou only see what people want you to seeHow long's it gonna beBefore we get on the busAnd cause no fussGet a grip on yourselfIt don't cost muchFree to be whatever youWhatever you sayIf it comes my way it's alrightYou're free to be wherever youWherever you pleaseYou can shoot the breeze

“Umeed wali dhoop, sunshine wali aasha..”

Agency: McCann Erickson India

Lyrics by: Prasoon Joshi

Music by: Shantanu Moitra

Directed by :Kaushik Sarkar

Production house: Apostrophe

Indian VersionUmeed vali dhoop, Sunshine vali asha..

Rone ki vjah kam hai,Hasne ke bahane hai jyada..Zidd hai muskuraaenge,Khush rehne ka hai wada..Umeed vali dhoop Sunshine vali asha..Tum dil se agar puchoge,Vo khush rehna he chahe.. :)Jab sache mann se mango,To khul jaati hai raahein..To khul ke khusi lutao,Ye kya hai aadha-aadhaa..Umeed vali dhoop Sunshine vali asha..

Umeed vali dhoop Sunshine vali asha....

• Selling hope and optimism• More good than bad in the world - Highlighting reasons to look at

brighter side of life everyday

• All about a ‘belief’ • About taking responsibility not only for our own individual lives,

but for our destiny and the bigger destiny of our community, our country and our world

• In the midst of negativism there lies a ray of hope- a possibility to bring about positive change

• New Year – new and positive outlook

Core Proposition

• Ultimate goal of humans – to be happy

• Ultimate goal after consuming coke- to feel happy• Coke not pretending to save the world but making people want to

have coke to spread happiness

The Connect

• 2007: Little drops of joy

• 2009 :Open happiness

• 2011: The Brrr campaign

• 2011: Do diye zyaada jalaoo (Diwali)

• Dec 2011: Reason to Believe

Some Previous Campaigns

The Analysis

• Simple yet inspiring

• Catchy music, engaging lyrics of song – understandable by ordinary

person

• The simple text overlays communicating the simplified statistics of

optimism – leaves one pondering over

• Kids lend warmth to the ad

• High emotional quotient

• Instant connectivity with the audience

• A feel good factor

• Subliminal retention

About the ad

• They are the future

• Full of hope and positivity

• Seen as the face of change

• A force that inspires optimism, hope, unity and love resulting in a

culture of caring and support

Why kids?

Traditional

• Spreading reasons to believe television, adverts, billboards,

grocery stores and through a partnership with Independent

Newspapers

Marketing Initiatives

Digital

• Coca Cola is doing online Ad campaigns with a link to the YouTube

video

• An online device is created where fans could share their own

Reasons to Believe, thereby associating what they hold most dear

with Coca-Cola.

The Book: “The 125 reasons to

believe in a better world”

On ground

• International artist, photographers, illustrators asked to illustrate

each of this 125 reasons statistics.

• The content of the book is coming out in diferent formats: hard

cover, inserts, ipad application, print, posters, OOH, packaging, and

documentary videos that tells the making of the project.

India

• Coke studio in association with MTV in India

• ‘Support my school‘ campaign in association with NDTV India

- “Bacche school mein hi achey”

• Water Replenishment drive – Reduce, Recycle & Replenish

Does it work for Brand

?

• Talks about opening happiness/positivity- reinforce brand promise

• Strong copy and great execution – instant connect with target

audience; contagious

• Confident

• ‘Not just another Cola brand’

• Able to generate publicity

Yeah

• Trying reverse psychology

• Simple yet inspiring

• Consumer engagement through other activities

• Think and act local

• New Year launch- to combat the fear in people’s minds that world

will end in 2012

• Afterall they sell sugary water– unhealthy product• Gives a rosy picture – unrealistic; impractical; lopsided view of world situation• Some statistics seem incomprehensible• Wash its tarnished image – not finding takers• Hypocritical

Nope

So Open Happiness and Discover Reasons to Believe in a Better Tomorrow

Have a happy day ahead..T h a n k Y o u