Coca-Cola Embraces the Power of Bicycles in the Latest Installment of its “Where Will Happiness Strike Next?” Campaign
Pedaling Smiles is a completely crowdsourced concept and production by Coca-Cola that uses cyclists in red t-shirts to elicit smiles. Sure, it’s an uber-cheezy after school special style promotion, but how often have you seen the best pros in the world riding in the TDF, finish in sight, Coke in hand? Or how often have you downed some Coke at a rest stop towards the end of an endurance race and donned a big ol’ smile? At least Coca-Cola realized bikes are paramount to that smile (notice the people in the video don’t get a Coke until they smile at the bike).