Building on the success of 2013’s “Ahh Effect” campaign, Coca-Cola is launching a new spin of the effort that employs the same idea of ultimate joy delivered by every single sip of Coke. The new promotion uses the elements from the content of the 61 AHH.com websites (each site having different numbers of “h” in the URL) that highlighted a variety of ahh moments, and asks younger audience to contribute their own exclamations inspired by Coke.
To kickstart the promotion, Wieden + Kennedy Portland have released a vibrant spot that comes as a compilation of interactive games, videos and GIFs from last year’s AHH.com sites. The 30-second “Feels Like AHH” ad will be airing on youth-targeting TV channels like MTV, MTV2 and Adult Swim, encouraging them to experience the ahh moments again and again, in spring and summer.
In the second stage of the campaign, Coke will release a second TV ad titled “This is AHH” in late April. The spot will be crafted with user-generated content to pay tribute to the youth creativity and fresh spirit. The brand is calling the teens to share their ahh moments, experienced while drinking Coke, at AHH.com/thisisAHH or via social media platforms using the hashtag #ThisisAHH. The user-generated personal expressions will be collected through April 10, and then featured in the commercial.
Coca-Cola also updates the AHH.com website, adding more refreshing energy and updated interactive games to the digital world of ahh. For the latest version of the site, the brand has teamed up with viral dance sensation Marquese Scott and YouTube stars Joe Penna, and Kurt Hugo Schneider—the fresh content will spread across the dedicated site as well as to mobile, digital, connected TV consoles, search, TV, social, and other platforms as well.
“Our efforts to connect with teens through ‘The AHH Effect’ exceeded our expectations in 2013. With digital still at the core, we’re now expanding into real-world activations and TV as the next phase of its evolution,” commented Andy McMillin, Vice President, Coca-Cola Trademark, Coca-Cola North America. “‘The AHH Effect’ will be everywhere teens will be and we’re going to connect with them in ways that appeal to their natural curiosity and love of fun, bite-sized content.”