Although Peru has everything to be a happy country, a rich culture, a diverse nature and a remarkable economic growth, when it comes to happiness index Peru is still ranked as one of the lowest in the region.

We start by asking ourselves: are Peruvians happy? This was the starting point that triggered a campaign of high impact and great commitment, which aimed to achieve a greater identification of Peruvians to happiness.

For some reason, Peruvians appeared in the photo of their ID card with long faces, despite there is no law prohibiting them to smile. It is here where Coca-Cola found an opportunity to spread happiness across the country with a small action that could be very powerful and encourage a change of attitude.

We decided to turn the ID card into a Happy ID, and then invite all Peruvians to make a happier country only by smiling in their ID pictures.

In a short period, we widely exceeded expectations, achieving the emission of more than twenty thousand Happy ID during the campaign period. In addition, the Association of the brand with happiness rose up to 8 points.