Does Coke’s Happiness Machine Video Only Resonate with Coke Fans?

I feel the need to start off this blog post by giving the disclaimer that I am a loyal Coke fan. Thanks to my college roommate, I refuse to drink Pepsi and scoff at wait staff who try and slip me one when I order Coke.

So when I saw Coke’s new “Happiness Machine” video, I immediately loved it. From a marketing standpoint, the video was real and the reactions were priceless. It was amazing how something as simple as sharing a free Coke, pizza or sub could brighten someone’s day. The video definitely resonated with me and I’m actually craving a Coke!

However, had Pepsi developed this same video, I would have still appreciated the video concept from a marketing standpoint. But as “Jen the consumer”, it would have had no effect on me whatsoever. The message would have been pretty flat and I would have went on with my day.

Maybe it was because the video brought back great memories of college and how my friends and I would make it an event to go to Wendy’s for a biggie Coke. Or maybe it is just because I’m a Coke fan. But either way, I love this video and I’m responding to Coke’s call to action to “Share the happiness, share the video”!


Jennifer Manocchio


After starting her career with Edelman in Chicago, Jennifer joined Sweeney and quickly established herself as an exceptional industry innovator. In 2004, she opened Sweeney’s first full-service office outside of Cleveland and quickly rose through the ranks to become agency president. Jen leads by example and without fear. She has been critical to agency growth throughout the past decade and continues to lead the agency into the future.