食品市場經濟分析研究室

'Happiness Truck' video launches on global Facebook hub

Inspired by the vending machine that dispensed Coca-Cola and other "doses of happiness" on a college campus in New York and quickly became a global viral video sensation; a specially rigged
Coca-Cola delivery truck took to the streets of
Rio de Janeiro recently to spread refreshment and smiles to passers-by.  

All the action is captured in a two-and-a-half-minute film launching today on the
Coca-Cola YouTube channel at www.youtube.com/coca-cola. In the video, several unsuspecting Brazilians push a button on the back of the truck to dispense Coca-Cola and other fun items such as soccer balls, surfboards and sunglasses.  

"'Happiness Machine' connected with so many people because the emotion was authentic, unscripted and contagious," said A.J. Brustein, Global Senior Brand Manager, Coca-Cola. "We wanted to inspire that same feeling again by creating something consumers would respond to and want to share with others because it put a smile on their face." 

"Happiness Truck" is one of many videos that can be found on the new Facebook hub for "Where Will Happiness Strike Next?", also launching today. The hub features more than 25 films from around the world that have been created by local Coca-Cola teams to continue the theme of the award-winning "Happiness Machine," which has generated more than 3 million online views. The interactive site lets consumers search for videos by country and even vote for where they'd like to see happiness strike next. 

"We weren't trying to replace 'Happiness Machine' with the 'Happiness Truck,'" said Christy Amador, Digital Marketing Manager, Global Content Excellence.  "We wanted to build on this great idea and continue to answer the question, 'Where Will Happiness Strike Next?' by  spreading a message of happiness around the globe. These videos from markets all over the world help us to do just that."

Two of the new films on the hub include a version of "Happiness Truck" filmed in the Philippines and "Happiness Store," where convenience store customers in Rio are surprised with confetti, lights, live music and more upon grabbing a Coca-Cola from the cooler.

"Happiness Machine" - which cost very little to produce - proved that we don't need to spend millions to produce winning creative, and that great ideas and content can be sourced from anywhere.