Coca-Cola to Uncap 'Open Happiness' Campaign
New Ad Push, Which Seeks to Tap Consumers’ Longing for Comfort and Optimism, Bears Stamp of CEO Kent
BY BETSY MCKAY AND SUZANNE VRANICA
Coca-Cola is launching a new global ad campaign for its iconic cola, hoping to appeal to consumers’ longing for comfort and optimism at a time when the weakening economy is sapping soft-drink sales.
The new campaign — expected to feature the slogan “Open Happiness,” according to people familiar with the matter — is the first for the Coca-Cola brand in three years. The latest slogan replaces “The Coke Side of Life.”
Print ads in the campaign are expected to make their debut next week, and new TV commercials are expected to air in coming weeks, including during the Super Bowl.