The new Cola Cola ad campaign was created within a social experiment form. Japanese inventor and DJ Jun Fujiwara embedded a sound-recording device in a Coca Cola bottle and recorded 'sounds of happiness' around Tokyo, Japan.
The recorded sounds consisted of anything from meal makings in restaurants to laughter heard from a kindergarten class. This talented artist toured around the city to record the every day melodies that brought us joy and mixed them with the famous acidic sound that came out of opening coke bottles.
The music-making commercial is novel, exciting and relevant to Coke's brand image. These mixes made in the making of the commercial are sampled into ringtones that can be downloaded on the Coca Cola website.