The record attempt comes alongside Coca-Cola recent Open Happiness launch, the new platform for an integrated marketing campaign globally. It will also celebrate the launch of the legendary contour bottle.
Antoine Tayyar, Public Affairs and Communications Manager, Coca-Cola Middle East, said:
"We are proud to attempt this Guinness World Record which comes as part of our drive to inspire positivity, optimism and happiness."
Accompanying the Open Happiness campaign is the exclusive song 'Eftah Tefrah' by the Lebanese superstar Nancy Ajram, created to elevate spirits and inspire listeners across the Arab world. The song epitomizes the Open Happiness ethos of choosing at every turn to go with a positive, refreshing attitude and face life with a smile.
In addition to the Guinness World Record attempt, the campaign includes a range of integrated marketing and communication ideas in key regions to deliver grandeur to the message and drive positive word of mouth.
The campaign's interactive features include a online video clip competition inviting consumers to shoot and upload their own video interpretation of the song; Bluetooth-enabled outdoors to download the theme song; and booking the largest ever billboard for Coca-Cola in the Middle East, measuring 175 metres in length.
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