A Coke used to cost a nickel. What if it cost 140 calories?

That’s the question Coca-Cola poses in “Happy Cycle,” a new web film premiering today as the latest installment in the popular “Where Will Happiness Strike Next?” campaign.

Earlier this year, Coke and Wieden+Kennedy Portland transformed a beachfront boardwalk with an old-fashioned bicycle and Rube Goldberg-like contraption connected to a vending machine. Beachgoers took turns hopping on the bike and pedaling in pursuit of the goal to burn 140 calories—the amount in one 12-oz. can of Coke—and share a few smiles.

As a fans cheered along, an ice-cold can of Coke moved through the machine and unlocked fun, whimsical surprises each time the calorie counter showed the rider has burned another 20 calories.

Happy Cycle

“The ‘Where Will Happiness Strike Next?’ campaign is all about delivering surprise and delight through unexpected moments, happiness and Coca-Cola. We loved the idea that instead of costing money, what if your ice-cold Coca-Cola cost 140 calories?” said Wendy Clark, president of sparkling brands and strategic marketing, Coca-Cola North America. “The real people in this film had a blast while burning calories. All calories count, and we want to help our fans and consumers better understand the role of energy balance in their lives. This film is a lighthearted, engaging and memorable way to do just that.”

“Where Will Happiness Strike Next?” launched four years ago with the intent of delivering moments of happiness to people around the world. In the first spot, the Coca-Cola Happiness Machine, a specially rigged vending machine dispenses pizza, flowers and other fun surprises on a college campus in New York.

With 6 million views and counting, Happiness machine inspired the Coca-Cola Happiness Truck, Coca-Cola Happiness Store and more than 100 other films from more than 50 countries around the world. “Where Will Happiness Strike Next?” films have clocked more than 50 million views.

“Through ‘Happy Cycle’ we are using the power of our brand and marketing to encourage people to be more active – not just because it’s good for them, but because it can be fun, too,” Clark said.

Visit Coca-Cola’s YouTube channel to see more “Where Will Happiness Strike Next?” films.