Definition 6 Launches Coca-Cola 'Happiness Machine' Video

Machine Dispenses Happiness for Unsuspecting College Students in Viral Video Hit

ATLANTA, Jan. 15 /PRNewswire/ — Definition 6, an integrated interactive agency, today announced the launch of the Coca-Cola “Happiness Machine” video. Coca-Cola selected Definition 6 to develop a video for viral distribution that would tie into its recently launched ‘Open Happiness’ global advertising campaign. The video was introduced yesterday through Coca-Cola’s YouTube channel.

“We were looking for a creative way to connect with teens outside of the typical TV commercial or online game,” said A.J. Brustein, Global Senior Brand Manager, Coca-Cola. “We wanted to give them something that would spread a bit of happiness and something they could pass on to their friends to keep the happiness flowing.”
The “Happiness Machine” campaign features a Coca-Cola vending machine transformed to deliver small “doses” of happiness for unsuspecting college students, in the form of everything from flowers and pizza, to 6-foot subs and balloon animals.

“Happiness is contagious,” said Michael Kogon, CEO, Definition 6. “We really wanted this to come through in the video. Once we saw the genuine excitement created with each new surprise, we began to think we might have a hit here. So far the video has been very well received – everyone is asking us to send the Happiness Machine to their town. We’ll just have to see about that.”

“Definition 6 did a great job from concept to execution,” Christy Amador, Digital Marketing Manager, Coca-Cola Global Interactive Marketing. “The video really brought dimension to the concept of Coca-Cola bringing little ‘doses’ of happiness to people everywhere.”

Definition 6 shot the “Happiness Machine” video on the Queens campus of St. John’s University. The production crew secretly installed a Coca-Cola vending machine overnight – along with several hidden cameras strategically placed to capture all the happiness in action.

About Definition 6
Definition 6 is an integrated interactive agency that creates immersive brand experiences that drive business results. Definition 6 collaborates with clients to help them create innovative and measurable customer experiences across all media channels, leading strategy and creativity with insight and imagination. From eCommerce and website design, to rich media and interactive marketing applications, Definition 6 helps clients such as VeriFone, Cox, La Quinta Inn & Suites, Carter’s and Wendy’s/Arby’s Group to bridge the gap between marketing and technology. For more information, visit:

About The Coca-Cola Company
The Coca-Cola Company is the world’s largest beverage company, refreshing consumers with nearly 500 sparkling and still brands. Along with Coca-Cola®, recognized as the world’s most valuable brand, the Company’s portfolio includes 12 other billion dollar brands, including Diet Coke®, Fanta®, Sprite®, Coca-Cola Zero®, vitaminwater, POWERADE®, Minute Maid® and Georgia® Coffee. Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy the Company’s beverages at a rate of nearly 1.6 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate. For more information about our Company, please visit our Web site at

SOURCE Definition 6