Coca-Cola's ability to 'wow' audiences across the world with its adverts was demonstrated in Lagos recently, when one of the world's most valuable brands unveiled its latest teen-oriented campaign on the popular 'Open Happiness' platform.
It was a memorable outing for the 100 lucky teens who were invited to the sneak preview of the Television Commercial (TVC), Radio and Outdoor adverts at the celebrity hangout, GET Arena on the Lekki Expressway.
The materials unveiled at the event included a global TVC tagged "Walls" - the 30-second ad that brings to life the happy energy that is unleashed as teens (and of course every other person with a youthful spirit) open a Coke. The happiness exuded by the advert is infectious, and the representation of the full spectrum of the human race speaks to the status of Coca-Cola as the favourite beverage drink in every corner of the world. The equally compelling radio and outdoor components were also showcased at the event.
The teens were thrilled by Ice Prince and Whiz Kid who performed at the event and mixed freely with the guests. As part of the special treatment, they also enjoyed autographed photo sessions with the stars, got the opportunity to download the new campaign materials via Bluetooth, and received free movie tickets, to get the full experience of "Open Happiness."
Austin Ufomba, marketing director, Coca-Cola Nigeria, explained that "with this campaign, we are re-establishing what we stand for in the minds of our key consumers. Coke is all about happy energy, and this music-oriented campaign showcases our role in triggering excitement in the lives of teenagers.
Providing the opportunity to mix with the stars will not only elicit their flare for music but will also refresh their mind, body and soul."
Wangi Mba-Uzoukwu, the company's strategic marketing manager (Colas), told reporters that for 125 years, Coca-Cola has remained culturally relevant through an evolving expression of optimism: "Coca-Cola has long been a favorite teen's brand. We are stepping up to the next level of engagement with this important audience, and 2011 will be a key milestone year. We will reignite the relationship with teens through music-- their key passion point."