Coca-Cola Refreshes its 'Ahh' Campaign with Whimsical New Ads and Online Games

Beverage Brand Continues to Target Teen Market With User-Generated Push

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Last year, Coca-Cola introduced the "Ahh Effect" campaign, a multi-faceted effort illustrating the various delights users can experience from opening, and drinking, a can of Coca-Cola. It featured a series of 61 websites, all playing on a variation of the number of h's in the url would differ. Each one presented a whimsical online surprise--such as one that invited users to play with Coke bubbles, or another that asked players to aim ice cubes into a glass of the soda. The brand and agency Wieden + Kennedy Portland bring an update to the effort, featuring a colorful new spot airing on teen-targeted networks like MTV, MTV2 and Adult Swim. It features a music video-style montage of scenes from the various sites meant to replicate the feeling of drinking Coke.

The campaign is also inviting consumers to create their own content illustrating that sensation at or via social media using the hashtag "ThisisAHH" until April 10. The best bits will then be compiled into a second spot to air later this year.

Online, Coca-Cola also has updated experiences on the various URL with new games like Laser Cats, which challenges players to keep a laser pointer away from a growing herd of kitties, and Fortune Cookie, where users can open unlimited number of lucky treats.

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Mar 21, 2014
Wieden + Kennedy Portland
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