Coca-Cola's 'Happy Flags' Celebrate the World's Happiest Country
Laura McQuarrie — May 18, 2013 — Marketing
References: creativeguerrillamarketing
To celebrate Denmark being named the world's happiest country, Coca-Cola created the 'Happy Flag' campaign, inspired by the Danish tradition of welcoming newcomers and returning citizens at the airport.
Advertising agency McCann noticed several similarities between the identities of the country and the soda pop brand. Aside from the bold red and white coloring, the white crossing in Denmark's flag is fit into the swoosh of the 'O' of the iconic logo. Coca-Cola set up large posters where people could take free flags to help create an even bigger celebration for new arrivals.
In just one day, 2,400 flags were taken from the poster, bringing an unmeasurable amount of happiness to the people of the airport.
Advertising agency McCann noticed several similarities between the identities of the country and the soda pop brand. Aside from the bold red and white coloring, the white crossing in Denmark's flag is fit into the swoosh of the 'O' of the iconic logo. Coca-Cola set up large posters where people could take free flags to help create an even bigger celebration for new arrivals.
In just one day, 2,400 flags were taken from the poster, bringing an unmeasurable amount of happiness to the people of the airport.
Trend Themes
1. Emotional Branding - More brands will use emotional branding to establish an emotional connection with their audience.
2. Localized Campaigns - Localized campaigns will become more popular as brands look to establish a connection with consumers based on their location or cultural identity.
3. Collaborative Marketing - More brands will collaborate with other brands or organizations to develop joint marketing campaigns that celebrate a particular event or achievement.
Industry Implications
1. Beverage Industry - Beverage companies could collaborate with tourism boards to create localized campaigns that target specific demographics of tourists.
2. Advertising Industry - The advertising industry could expand on the concept of emotional branding to develop campaigns that establish a long-lasting relationship with consumers.
3. Tourism Industry - Tourism boards could collaborate with brands to create campaigns that celebrate their country's identity or achievements, creating a unique experience for visitors.
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