Happiness in a Bottle: The Coca-Cola side of life campaign channels optimism to the Middle East

Coca-Cola is happiness in a bottle. It’s a simple idea, really. Drinking Coca-Cola makes people happy. It tastes good; and it’s an invitation to live on a brighter more positive side of life. That’s the message behind ‘The Coca-Cola Side of Life,’ a new marketing platform for the brand Coca-Cola, which is being launched in the Middle East this month.

With The Coca-Cola Side of Life creative strategy, the Company is using its global resources to drive a multi-media, multi-cultural platform in markets across the world. Because Coca-Cola is a global brand with local connections and meanings, The Coca-Cola Side of Life offers each country an opportunity to interpret their own moments of happiness and the brand’s role in those.

“We live in a world where we make choices every day and The Coca-Cola Side of Life encourages people to make those choices positive ones,” said Lubna Forzley, Public Affairs and Communications Manager, Coca-Cola Middle East.

“This new campaign is different. It is fresh, vibrant, and modern. It invites people to create their own positive reality, to be spontaneous, listen to their hearts and live life in full color.”

The fully integrated campaign consisting of television, outdoor, print executions, viral marketing, and public relations activities is simultaneously being used across the Middle East to re-engage consumers with both the product and the brand.