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COCA-COLA OPENS HAPPINESS TO SUMMER

Summer Campaign Features #1 Hit Song “Open Happiness” Performed by Leehom

SHANGHAI, July 10, 2009 - Coca-Cola ushers in the summer with the launch of its
latest marketing campaign Open Happiness in China. A launch event, attended by more than
2,000 Coca-Cola fans, reached its climax when Coca-Cola summer ambassador, popular
singer/songwriter Leehom, made a special appearance and performed his latest release
Open Happiness, a remix of a song created exclusively for Coca-Cola. In a few weeks the hit
single has hit the #1 spot on 4 leading Chinese music charts - Top 100 chart of Baidu.com,
China Mobile Music Chart, Pioneer Music Chart, and China Original Music Chart.
“Coca-Cola thrives on bringing a refreshingly positive view of the world to its
consumers globally – and in China,” said Joe Tripodi, chief marketing and commercial
leadership officer, The Coca-Cola Company. “Open Happiness invites people to bring
positivity, optimism and fun into their lives.”
“We are pleased to team up with the multi-talented Leehom who has always been a
role model for the youth in China. It came naturally for us to invite him to perform this special
version of the Open Happiness song to inspire Chinese youth to have a refreshing summer
time experience by opening a Coke and sharing a little happiness,” said Tripodi on stage at
the launch event in Shanghai.
“Coca-Cola has always been associated with great music and global songs. When I
was growing up I heard „Always Coca-Cola‟ and loved it. For me to be involved with Coca-
Cola in such a great global initiative is a real privilege,” said Leehom. “The first time I heard
this song, I knew it had the makings of a great refreshing summer song in China. Inviting
people to open happiness in this time is a great message."
Leehom, one of China‟s most beloved artists, has showcased his musical talents not
only by singing but also by contributing to the re-arrangement and production of the song
which is based on the popular soundtrack released in the United States in March of this year
for Coca-Cola‟s new global Open Happiness campaign
The original single is a collaboration featuring the combined talents of Gnarls Barkley's
Cee-Lo, Patrick Stump from Fall Out Boy, Brendon Urie from Panic at the Disco, Travis
McCoy from Gym Class Heroes and Grammy-nominated Janelle Monae and produced by
Polow Da Don and Butch Walker. The song‟s catchy, carefree tune re-arranged with Chinese
lyrics is making its way into Chinese homes, hearts and minds this summer bringing an
upbeat message about the power of positive thinking.
Open Happiness is the new platform for all integrated marketing for brand Coca-Cola
globally. First launched in the United States in January, it encompasses new point of sale
communication, promotions, outdoor and print advertising, and digital and music
components. In China, the campaign will not only break with a new TVC featuring Leehom,
consumers can also enjoy the song through a wide range of channels for instance song
download with Bluetooth technology at interactive outdoor advertising at bus stops or
ringtone download with China Mobile. Ten percent of the proceeds from the ringtone
downloads will be donated to the Coca-Cola Yunnan Aids Orphan program. The song will
also be aired in cinemas as well as made available for sing-along in karaoke lounges.
“We want every consumer in China to have the opportunity to enjoy Open Happiness
this summer which is why we will make the song available in every possible channel. I hope
it reminds people that Coke is always there to offer that small moment of fun and refreshment
that is one of the simple pleasures of life,” said Tripodi.

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The Coca-Cola Company

The Coca-Cola Company is the world‟s largest beverage company, refreshing
consumers with nearly 500 sparkling and still brands. Along with Coca-Cola, recognized as
the world‟s most valuable brand, the Company‟s portfolio includes 12 other billion dollar
brands, including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, POWERADE,
Minute Maid and Georgia Coffee. Globally, we are the No. 1 provider of sparkling beverages,
juices and juice drinks, ready-to-drink teas and coffees. Through the world‟s largest beverage
distribution system, consumers in more than 200 countries enjoy the Company‟s beverages
at a rate of nearly 1.6 billion servings a day. With an enduring commitment to building
sustainable communities, our Company is focused on initiatives that protect the environment,
conserve resources and enhance the economic development of the communities where we
operate. For more information about our Company, please visit our website at www.thecoca-
colacompany.com

Coca-Cola (China) Beverages Ltd.

Coca-Cola is one of the most well-known international brands in China, with a leading
position in the soft drinks market. Since re-entering China in 1979, the Coca-Cola system
(Company and local partners) has invested more than US$1.6 billion in local market. By the
end of 2007, the system has established a total of 35 bottling plants. Now the Coca-Cola
system employs more than 33,000 people, virtually all local-hires. The system has also
donated more than RMB60 million to support China's national and regional social charity
undertakings and RMB 21 million to help the relief efforts of the May 2008 Sichuan
earthquake. For more information about our Company, please visit our Web site at
www.coca-cola.com.cn

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