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1 of 8
9 Bottles 1.2bn/Day
Founded in 1886
$3.98
$4.00
$3.96
$4.11
2015 2016 2017 2018
EXPENSES IN BILLION USD
Advertisement Expense of Coca-Cola
Source: © Statista 2020
Coco Cola Enjoy
Open Happiness
Campaign
Advertisement Creation
Emigrants Awareness
Between 2007 and 2017, so within a time frame of just
10 years, 17% of the population left Romania and 50%
planning to leave the country next year
Young Population Exodus
Each touchpoint of the campaign was meant to directly
engage the audience
A call to action for sharing their own positive thoughts,
as a way to raise the optimism level nationwide.
Think Positively
CiPrinciple of Persuasion
Aristotle’s 3 modes of Persuasion
OPEN-
HAPPINESS

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