The campaign created by Wieden + Kennedy features adventurous ladybirds, butterflies, bees and beetles in a magical summertime world, bringing to life the 'Open Happiness' proposition in a fairytale outdoor setting.
The campaign will include 30- and 60-second TV spots, and cinema and outdoor exposure.
Set to the heartening soundtrack of the 'Peter and the Wolf' march, the bugs work seamlessly together, cheekily kidnapping a closed bottle of Coca-Cola from its resting owner.
Cleverly manoeuvring the bottle through an enchanting natural environment, they discover a beetle equipped to open the bottle, demonstrating the lengths people – or bugs – will go to open the refreshing taste of Coca-Cola, and drink in the happiness.
The ads break online today across a number of sites, including video-on-demand providers. The TV and cinema ads will break on Monday.
An online interactive game, RumbleBug, created by Cybercom, will be hosted across sites such as Facebook and MSN. A month-long takeover of the brand's loyalty website Coke Zone will allow users to pick up a selection of prizes, such as iPods and phone credit.
Zoe Howorth, market activation director for Coca-Cola Great Britain, said: "We’re thrilled to be beginning 2011 with an invigorating new campaign under the 'Open Happiness' umbrella, stirring consumers out of their winter blues and fast-forwarding them to thoughts of summer.
"By breaking the activity online, we're reaching out to teens and young adults while rewarding them with content to enjoy and share with friends."
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