Coca-Cola Happiness Machine

Background

Coca-Cola wanted to create a moment of real joy for people to forge an emotional connection with the brand.

Idea

If Swedish winters are long, cold and dark, then they feel even longer, colder and darker for Swedes who find themselves waiting for a bus.

Understanding that what Swedes long for most in mid-winter is the amazing Swedish summer was the insight that led to Coca-Cola Sweden's version of a Happiness Machine.

In the depths of December, the Coke vending machine in a bus shelter in Uppsala was modified. Secret cameras filmed the reactions of wintry travelers as they reacted to the sudden summer they experienced.

When the vending machine lit up, images of a typical Swedish summer spread throughout the bus shelter. Lamps projected warmth from an artificial sun and flowers appeared to grow while birds began to sing.

You can see the smiles at: https://www.youtube.com/watch?v=sIp-jcuO-kU

Results

The YouTube video of the activation had captured 325,000 views within a week, leading to much coverage in online and offline media in both Sweden and abroad. International.

Our Thoughts

Coca-Cola’s brand activation just keeps rolling and the “Happiness” positioning has led to an amazing array of brilliant ideas from around the world. I was in Turkey last year, where one agency I visited was in the process of creating a real rainbow over a major commuter road to bring happiness to the drivers stuck in their cars there.

Happiness machines have become something of a meme and this version from Sweden is a fine addition. I bet it got the participants’ neurotransmitters believing it really was summer as, indeed, it may do for all those other miserable Swedes who watched the video in these winter months. Sitting here in the Caribbean sun as I write, I do feel sympathetic towards all of you who are experiencing the snows and gales of winter-time. Really I do. No, really.