The Coca-Cola Company has launched “Open Happiness”, an advertising focus building on the award-winning “Coke Side of Life” campaign. The new tag line, seen in this series of print advertisements, will serve as a platform for all integrated marketing for the Coca Cola brand around the world, tying together the pleasure of opening up a drink and the satisfaction of sharing with others.
“Throughout its history, Coca-Cola has always tried to express a refreshingly positive view of the world,” said Joe Tripodi, chief marketing and commercial leadership officer, The Coca-Cola Company. “Open Happiness builds on that heritage, recognizing that even with the difficulties and stress of modern-day life there still are opportunities, every day, to find a moment to recognize life’s simple pleasures. This new campaign reminds people that Coke is always there to offer that small moment of fun and refreshment when you need it.”
“Open Happiness is designed to work at every level, from national advertising all the way down to coolers and store shelves, with a clear call to action at the point of purchase,” continued Tripodi. “The combination of inspirational marketing and in-store execution in collaboration with our bottling partners worldwide will ensure we continue to reinvigorate the sparkling category.”