Coca-Cola and Japanese DJ Jun Fujiwara Have Captured the Sounds of Happiness

The most «happiness-provoking» soda brand, Coca-Cola, has recently launched a half musical, half social experiment in Tokyo, Japan, to capture the sounds of happiness and then mix them up with a familiar «pshhhh» sound that you hear when open a Coca-Cola bottle.

In collaboration with a young Japanese inventor and DJ Jun Fujiwara, the brand embedded a sound-recording device into a Coca-Cola Remix Bottle that travelled around the city to record different sounds, be it a car noise, children’s laughter or people’s voices in various places from candy shop to sushi restaurant. Opened, the technically-enhanced bottle repeated the remixed versions of the recorded sounds. The DJ has also used those sounds to turn them into ringtones that can be downloaded.

Happiness as the major brand’s attribute was officially embraced by Coca-Cola in 2009, when the long-term global marketing campaign «Open Happiness» rolled out worldwide. Since then, the company has initiated a number of happiness-focused projects, such as Institute of Happiness in Germany, the «Crazy Good Things» series of short films, the crowdsourced spot for St. Valentine’s Day 2013 to name a few.

Music, as a constant companion of a happy person in Coca-Cola’s understanding, plays the central role in all the Open-Happiness-themed promotions, and the Remix Bottle is no exception. Short films about how some of the most unexpected remixes, such as  happiness+Coke+sushi have been born, can be viewed on YouTube.

The agency behind the project is OgilvyAction.