Media Relations Campaign For Coca-Cola’s Brigade du bonheur

Strategic Planning

The Brigade du bonheur has been Coca-Cola’s refreshing way of bringing happiness to Quebec youth since 2011. This campaign takes advantage of every opportunity to celebrate at the province’s many festivals and sports and arts events, year round.

During the summer of 2012, the Brigade du bonheur organized two mega street parties in Montreal and Quebec City. Performers at the festivities included B.O.B, Sean Paul and Down With Webster.

The role of the Capital-Image team was to create a public relations campaign that would generate media coverage to:

  • Ensure spectators turned up
  • Increase brand recognition

Our results