In Southeast Asia, 10 seconds is magic

Two factors influence a consumer's choice: advertising (what happens before the consumer enters the store) and package design (what the consumer responds to upon encountering the product in the store). Coke's global campaign, "the Coke side of life," addresses these two issues. First, the advertisement creates a love for the brand. Then, point-of-sale materials and a new look for Coke cans reel in the consumer. The Happiness Factory—the new Coke ad campaign—hopes to capture the Southeast-Asian consumer in those first few "magical" moments.