By Jerry J. Broz
All text and photographs by, and copyright of, the Author. Translation from Japanese by Fumiaki Ishihama.
The previous two articles about Coca-Cola Japan Promotion Campaigns, entitled “2005 Coca-Cola VW New Beetle Pull-Back Promo Cars” and the “2016 Coca-Cola Delivery Miniature CarCollection“, featured Coca-Cola liveried miniature models of various delivery cars, trucks and vans, in small sizes all promoted in conjunction with Coca-Cola drinks. The models were made in China, to no particular scale, and exclusively for Japan’s Coca-Cola Promotion Company.
Combining the promotion of 2012 London Olympic Games with Coca-Cola Drinks, the Coca-Cola Japan Promotion introduced a promotional campaign called “Happy Bus“, which featured the famous Red London Double-Decker Bus. (The Red Double-Decker buses in London have basically become a national symbol of England.) For a limited time, the Happy Bus were produced as a give-away item with the purchase of a bottle of Coca-Cola drink from local convenience stores.
The miniature London Double-Decker Buses were exclusive to the Coca-Cola Japan Promotion Company and not available on any open model car market in Japan, the USA, or rest of the World. As such, the individual buses are very hard-to-find and the complete sets are rare.
The “Happy Bus” promotion consisted of 4 identical London Double-Decker buses (design A, B, C, and D), moulded in dark red ABC resin, and set apart by four different sets of, tampo printed, decorations of the Coca-Cola, 2012 London Olympic logos, slogans, Union Jack, Coke bottle/bottles and other signs. Only the right side and top of the buses were decorated. The left side has the upper and bottom sides of windows and the entrance door at the front of the bus.
The basic design of these models interpreted and captured the visual character of London Double-Decker Bus quite well, including the moulded-in and painted details, which include the front and rear bumpers, license plates, grille, front and rear lights. The models were powered by a “Pull-Back” motor. The identification of each car was moulded into the baseplate – (Coca-Cola, HAPPY BUS, and the design A, B, C,or D).
All models had blackout windows, and were made in China to no particular scale. See the size of the “Happy Bus” in comparison with the size of a US Quarter coin.
The four London Double-Decker Buses were inserted in clear blisters (shaped to confirm to the shape of bus) in order to be clearly seen when on display. Using folded tabs, the blisters were attached to the front of the cards (identical for all four buses except identification of the design). The card itself was then folded in such a way that the ends formed a holder by which the carded “Happy Bus” slides around the neck of the Coke Bottle.
The front, colourful and catchy side of the card lists identification of the product:
2012 LONDON OLYMPIC,
HAPPY BUS, and
PULL BACK CAR – under that is the line
Design (A,B,C or D) and All 4 Types
Opposite of this is a combined logo of the
Olympic Rings, Coke Bottle and British Flag.
Under this logo is, in English
“Coca-Cola” logo plus the line
On top of the back side of the card, under the “ache face” is a line that clearly states “Do not put in mouth“. Adjacent is a red square, “For age over 6“, and next to that is a list of the materials used to make the Happy Bus. These include the Body: ABC resin, Gear: POM resin, Tires: ABC resin / TPE resin, Screw / Shaft: Steel.
On the very right side is Made in China, and 2012 Not for Sale. And under that “For age over 6”
<Contact information about this item>
Coca-Cola HAPPY BUS Pull Back Car Office.
Free dial 0120-403-990.
Available hours: 10:00-17:00 (except Sat, Sun, National Holiday).
This campaign ends after item is no longer available.
COCA-COLA & COCA-COLA are registered trademarks of
The Coca-Cola Company
!Cautions when use (please be sure to read)
1st black circle (bc) indicates: This item is pull-back toy car and it is not intended for any other application.
2nd bc: Keep out of reach from small children to avoid risk of accidental ingestion.
3rd bc: Never disassemble, drop or throw.
4th bc: Handle with care to avoid injury from sharp edges.
5th bc: Avoid contacting the rotating wheels with hair or clothing in order prevent tangling.
6th bc: Do not use the strong force when handling the
model, as it will lead to damage.
7th bc: Do not play with toy, if damaged or deformed.
8th bc: Do not place to near heat for extended periods of time as it can cause injury, damage, or deformation due to the hot temperatures.
These miniature models of the Red London Double-Decker Buses would make a great addition to any collection of Red London Double-Decker Buses.
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