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Coca-Cola builds

2010. 15 April

by Jeremiah McWilliams
( Coca-Cola Co. recently unveiled the design and concept of its corporate pavilion at the 2010 World Exposition in Shanghai. In relentless keeping with Coke's global marketing theme, the building is christened the “Coca-Cola Happiness Factory."

Coca-Cola is trying to make the most of its global sponsorship of the Shanghai World Expo, one of the premier advertising events in the world's most populace country.

Coca-Cola's pavilion spans 3,000 square meters and will take consumers on a "fully immersive journey of fantasy," according to Coca-Cola. Visitors will be greeted by animated "happiness characters," be able to taste new beverages and grab a limited edition PlantBottle. There will be celebrity performances and animation on a 15-meter high Coca-Cola bottle composed of more than 3,000 LED light panels.