Abstract
Since the Coca-Cola Company has been created, the advertising and the communication part of this company changed a lot. The evolutions had been very important ant the company tried to reach all level of the world population by doing huge campaign involving enormous budget. The budget is also another important point in the international advertising of Coca-Cola. Since the beginning, the budget increased a lot and today Coca-Cola spends at least a few million dollars in advertising.
Since the beginning the advertising of Coca-Cola has been very efficient. The campaigns which were run on TV or Radio or today on Internet were always well known and appreciate by the audience and by the consumers. In the today world, world of stress, world of difficulties, Coca-Cola tries to let people appreciate the few moments of joy they have with a bottle of Coke. By using new media such as Internet (music, video clip, digital media …) Coca-Cola tried to get closer to the final consumer.
In 2009, Coca-Cola launched the “Open Happiness” campaign to promote the product. In this document we will see several points relating to this campaign.
