July 29, 2009, Toronto – Coca-Cola
and a group of Canadian artists from the worlds of rock, pop and hip
hop, have come together to record and release a new song, titled "Open
Happiness." The song features the combined talents of Kardinal Offishall, Jay Malinowski of Bedouin Soundclash and Coeur de pirate, an up-and-coming singer-songwriter from Quebec.
The song reflects the spirit of positivity, optimism and fun as expressed in Open Happiness - Coca-Cola's new global marketing campaign that invites consumers to embrace the little moments of pleasure in life.
"We have adapted the Open Happiness song using Canadian artists and will be integrating the song through all of our marketing efforts this year and during the Olympic Winter Games," said Bobby Brittain, Vice President, Sparkling Business Unit, Coca-Cola Canada. "In Canada, we've pulled together amazing artists from an array of genres - Kardinal Offishall, Jay Malinowski and Coeur de pirate. We believe through the use of music, we are able to invite people to share and enjoy life's simple pleasures."
The Open Happiness campaign, which launched first in the US in January, has just arrived in the Canadian market. Beginning this month the Open Happiness song will be available on iCoke.ca for downloads and it will be used for TV commercials, ringtones and integrated into the Olympic Torch Relay and Live Site activities at the Vancouver 2010 Olympic Winter Games.
The Canadian "Open Happiness" Super Group
Kardinal Offishall - This Juno and MMVA winning Canadian rapper is often credited as Canada's "hip-hop ambassador" and is best known for his distinctive reggae and dancehall-influenced style of hip hop used in hit singles such as 2008's Dangerous.
Jay Malinowski - Jay Malinowski is a founding member and front-man of the Juno-award winning Bedouin Soundclash. Through his solo work, Malinowski draws on musical influences that have touched him throughout his life, while maintaining his own distinctive sound that Bedouin Soundclash fans have grown to love.
Coeur de pirate - Born Béatrice Martin, this Quebec pop singer-songwriter released her first album in 2008 and was subsequently nominated for Francophone Album of the Year at the 2009 Juno Awards. Her music has recently been recognized by blogger Perez Hilton.
What they have to say about being involved with the Coca-Cola campaign...
Jay Malinowski commented, "I think Coca-Cola's concept to reach out to up-and-coming and established artists is a really good move - it's a win-win for everyone involved. It's great for us as artists to collaborate with people we look up to on a fresh new song with a Canadian twist that I think people will really enjoy."
Added Kardinal Offishall, "I was particularly interested after hearing the song that was done in the States with artists like Cee-Lo Green. It's an honour to have the opportunity to participate in the Canadian version that will be part of what Coke is doing at the Vancouver 2010 Olympic Winter Games and I'm really happy with how it's turned out."
Said Coeur de pirate, "It's great to be involved with such an inspirational song and with such a fantastic team of artists. I'm excited to be working on this project and to celebrate with Coca-Cola on their journey to the Vancouver 2010 Olympic Winter Games."
Coca-Cola and the Olympic Movement
The Coca-Cola Company has been associated with the Olympic Games since 1928 and is the longest continuous corporate supporter of the Olympic Movement. Through the Olympic Games, Coca-Cola encourages people to create their own path of "positivity" in everyday life by believing that anything is possible. The Company's sponsorship supports National Olympic Committees in more than 200 countries to help athletes train and compete. The Coca-Cola Company is the exclusive nonalcoholic beverage provider to the Olympic Games through 2020.