The Coke 'Happy Can' Smiles at You When Opened
Alexander Lam — May 31, 2013 — Marketing
References: happycan.info & ibelieveinadv
Reworking the Coca-Cola can to match its slogan of "Open Happiness," the 'Happy Can' campaign altered the opening of the iconic coke can to smile at you. When opening the can, the cutaway curves upwards to smile at you instead of the conventional opening. Developed by ad agency McCann-Erickson, the cans took countless iterations to get the smile just right.
Before releasing the cans for retail use, giant banners showcasing the can were plastered over Milan. Facing busy streets and indoor locations, the smiling cans delighted many passing pedestrians.
The reasoning behind the campaign came from the "long year of political, economic and religious upheaval in Italy." By altering the coke can, McCann-Erickson hoped to get some people to smile, despite recent events.
Before releasing the cans for retail use, giant banners showcasing the can were plastered over Milan. Facing busy streets and indoor locations, the smiling cans delighted many passing pedestrians.
The reasoning behind the campaign came from the "long year of political, economic and religious upheaval in Italy." By altering the coke can, McCann-Erickson hoped to get some people to smile, despite recent events.
Trend Themes
1. Interactive Packaging - The 'Happy Can' campaign showcases an innovative approach to packaging that engages consumers through an interactive opening experience.
2. Emotional Branding - By altering the coke can to smile when opened, the 'Happy Can' campaign taps into consumers' emotions, creating a unique and memorable brand experience.
3. Consumer Connection - The 'Happy Can' campaign creates a stronger connection between consumers and the Coca-Cola brand by eliciting a positive emotional response through the packaging.
Industry Implications
1. Beverage Packaging - The 'Happy Can' campaign presents an opportunity for beverage packaging companies to explore interactive and emotionally engaging designs that enhance consumer experience.
2. Advertising and Marketing - The success of the 'Happy Can' campaign shows how advertising and marketing agencies can use innovative packaging to create a stronger emotional connection between brands and consumers.
3. Consumer Goods - The 'Happy Can' campaign demonstrates the power of packaging in the consumer goods industry and opens possibilities for disruptive innovation in creating unique and memorable product experiences.
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