The collaboration is a first for Coca-Cola, which is focusing on family Saturday night meal times. The activity comprises of a series of ads on ITV1, which use the strapline, as well as support across radio, digital, outdoor, POS, and on-pack activity.
The soft drinks giant said that it aims to reinforce the role of "bringing people together for a fun, enjoyable Saturday mealtime".
The first ad airs this Saturday (3 April) and introduces the wider brand message of 'Open Happiness' alongside ITV1 and entertainment.
The activity will highlight the choice available across its portfolio, including Coca-Cola and sugar-free variants diet Coke and Coca-Cola Zero.
Cathryn Sleight, marketing director for Coca-Cola Great Britain said: "Our alignment with ITV1 celebrates our brands' shared vision, bringing together 'Coca-Cola' as a beacon of happiness, alongside ITV1 as the destination for Saturday night entertainment.
"We are also delighted that this program will provide an innovative platform for us to talk about our three 'Coke' brands (Coca-Cola, diet Coke and Coca-Cola Zero) and enables us to demonstrate our commitment to providing consumers with a choice of regular and zero-sugar beverages that is right for them and their lifestyles."
Coke Zone, the company’s online loyalty site, will support activity through rewards including board games, to Xbox and DVD.
There are also items such as restaurant and cinema vouchers, and cooking lessons as well as retro-style merchandise.
There will also be lunch-time messages though outdoor ads, created by McCann Erickson, which will launch this month.
The ads will include the copy 'Lunch tastes better with Coca-Cola', and will be supported by point-of-sale and in-store activity later in the year.
Gary Digby, group commercial sales director at ITV, called the new partnership "a great example of how ITV can work closely with its advertisers to develop exciting commercial opportunities to reach specific audiences."