Gerrilla Marketing

Coca-Cola’s “happiness truck” has become a hit on the web, with more than 3 million views. 

“The happiness truck” took place in Rio de Janeiro and it is a Coke machine that spit out free Cokes. But it dispenses free Cokes as well as Frisbees, a surfboard, t-shirts, football balls, beach chairs...

The truck placed in the middle of the road takes the attention of pedestrians. When one of the pedestrians sees the button PUSH, and she push it, a free coke is spit out from the truck. The happiness feeling is visible on her expression. Thereupon, more pedestrians go to push the “magic” button and happiness is distributed among them.

With this guerrilla marketing campaign, Coca-Cola associate happiness with Coca Cola. The global brand director for Coca-Cola, Shane Grant, says the brand chose Rio for this major project because, “we wanted to show how happiness translates in markets around the world, not just the U.S. or Western Europe.” 

Grant says also that there are no plans to cut this video into a 30 seconds version and broadcast on TV in the U.S, as with the “Happiness Machine” video.

On the “Happiness Machine” the principle is the same, but is a Coke Machine who spits out free Cokes, flowers, pizzas… and even an enormous sandwich.

Watching the videos, saying Coca-Cola distribute happiness, is true.