It's not your usual Coca-Cola delivery vehicle. Rugby World Cup fans in Auckland were enticed to press a large, red button on the back of the Coca-Cola Happiness truck, and were treated to free gifts as their reward. A pretty simple and fun idea. But I'm not just talking about free soft drinks and beverages – I'm talking about free bikes, instruments and even an All Black legend!
The Coca-Cola Happiness truck made its way to key locations where queues of people soon gathered for their turn. The crowds cheered as they saw the gifts each person received, including plenty of Coke, bunches of flowers, a rugby ball, Rugby World Cup attire, a Coca-Cola bike, tickets to the semi-finals, and for one lucky lady, Tana Umaga himself. Umaga could watch people's reactions from inside of the truck, commenting that "it was really enjoyable seeing the smiles on peoples faces."
The Green Room Verdict: Coke is always busy creating and maintaining its fun, happy image. With its company goals being "to refresh the world", "to inspire moments of optimism and happiness" and "to create value and make a difference", we think that Coke is right on target – as usual.
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