Dive Brief:
- James D. Robinson, III, and Peter V. Ueberroth, two Coca-Cola Co. board members, are retiring and will not stand for re-election in April, reported Coca-Cola's Board of Directors. The two members served Coca-Cola for 40 and 29 years respectively, and the company called them both "highly respected" businessmen.
- In other news, as part of a new happiness-centered marketing campaign, Coca-Cola purchased URLs with the suffix .ws (for "we smile") and emojis that depict happiness in the web address. When these URLs are accessed with a mobile browser, the user would be directed to the Coca-Cola Puerto Rico website.
- Currently, the URLs route users to Emoticoke.com, where they may sign up for a shot at getting their own emoji URLs.
Dive Insight:
Coca-Cola reported mixed earnings last week. In terms of marketing, it will be interesting to see where this emoji URL stunt goes after the company's last happiness campaign, #MakeItHappy on Twitter, was thwarted by Gawker's "Mein Kampf" prank.