The Coca-Cola Happiness Table video campaign gives consumers a sweet taste of stranger interactions with the brand's newest advertisement. The advertisement focuses on a small Coca-Cola truck parked in a small square in the middle of Naples, Italy. A table accompanied with table cloth, cutlery and food entices on-lookers as they approach the table with caution. Once seated, the food truck attracts the likes of many different strangers. These strangers laugh, smile and talk with one another creating an open and friendly environment.
Coca-Cola has introduced the new technique of 'Guerilla' advertising, which envolves taking advertising to the streets so people can experience the brand in its entirety. Coca-Cola's mission was to connect strangers and to create a friendly environment for the streets of Italy. The Coca-Cola Happiness Table will put a smile on the faces of its consumers.
Street Dining Beverage Advertisements
The Coca-Cola Happiness Table Induces Stranger Companionship
Trend Themes
1. Guerilla Advertising - Coca-Cola's 'Guerilla' advertising technique disrupts traditional advertising methods by taking the brand to the streets, creating immersive experiences for consumers.
2. Stranger Interactions - The Coca-Cola Happiness Table campaign highlights the power of stranger interactions, presenting businesses with opportunities to foster connections and create friendly environments for their customers.
3. Open and Friendly Spaces - The Coca-Cola Happiness Table video campaign encourages the concept of open and friendly spaces, suggesting the potential for businesses to create welcoming environments that facilitate positive interactions.
Industry Implications
1. Food and Beverage - The Coca-Cola Happiness Table campaign showcases the potential for food and beverage companies to bring people together through innovative dining experiences that promote connection and happiness.
2. Advertising and Marketing - The use of 'Guerilla' advertising by Coca-Cola presents disruptive innovation opportunities for advertising and marketing agencies to explore unconventional methods that engage and captivate audiences.
3. Hospitality and Events - The Coca-Cola Happiness Table video campaign demonstrates the importance of creating open and friendly spaces in the hospitality and events industry, inspiring businesses to design experiences that foster positive interactions.