May 07, 03:43 PM 
514 Chai Chee Lane 03-16, Singapore 469029
Coke has launched an ingenious marketing campaign to quench thirst and warm hearts.
In late March, 2,500 construction workers toiling in skyscrapers in Singapore were treated to free Coke that was flown in by drones and bundled with 2,734 hand-written messages from Singaporeans thanking the tradesmen for their hard work.
The project, "Happiness From the Skies", was coordinated by Ogilvy & Mather Singapore and non-profit, the Singapore Kindness Movement.
The idea was to put one and one together: Singaporeans who are nonchalant about a lot of things and migrant workers who build practically everything that is made of concrete on this island.
One reason why the cans of beverage couldn't just be handed out on the streets?
Coke's international campaign is called "Where Will Happiness Strike Next?", where the brand's theme of happiness is sprung on people who could use some cheer.
Previously, another Coke campaign used a vending machine at the National University of Singapore that dispenses drinks for stressed-out students during exams when hugged.
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