Making Peru Happy

According to the 2013 World Happiness report, a global ranking compiled by the United Nations, Peru isn’t very happy. In fact, it’s the unhappiest nation in South America. Upon hearing this, Coke flew in to Peru to bring a smile to the face of these apparently despondent Peruvians.

To acquire an ID card, Peruvians must send in their own photos. To accommodate and enhance photo taking, Coke set up free photo booths around the country that would only take your picture if you smiled. Additionally, Coca-Cola partnered with photography stores to give out free Cokes for every smiley photo taken. Happy IDs even served as reward cards and discounts could be redeemed if customers presented their smiley photos. An integrated campaign including billboards, TV spots and online ads supported the idea by encouraging people to show their happiness.