It’s always great when you read a really simple and inspiring creative brief that led to awesome work. This is an abbreviated version of an old Wieden & Kennedy brief from ’05 that led to the famous ‘Happiness Factory’ campaign and the ‘Coke Side of Life’ tagline. I love its simplicity and pointy-ness (if that’s a word), emotive language as well as the fact it gave creatives numerous meaty departure points for idea generation. It nails a key consumer issue that’s built out of a obvious objective of restoring global sales.
ISSUE: Coke has become a forgotten friend
CHALLENGE: Remind people of what makes Coke special
BRAND IDEA: Coke is the genuine taste of happiness
Coke is delicious and refreshing.
It won’t restore the ozone layer or solve world peace.
But it will lift your spirits, especially when things aren’t going your way,
And you need a little taste of happiness.
This is when only a Coke will do.
TONE OF VOICE:
REAL & HONEST – one of a kind, refreshes your mind and body like no other
INTIMATE & PERSONAL – Coke is the ultimate connector – partake in simple life pleasures
FRIENDLIEST drink on earth
JOYFUL & UPLIFTING – Coke is the eternal optimist, a ‘can do’ attitude reminds us that a better tomorrow always awaits
Unfortunately Coke hasn’t really created an amazing global Coke campaign since this campaign. They need to return to this brief as much of their recent work is wallpaper.