'Open Happiness' (Week 10)

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
January 15, 2009
By Besty McKay and Suzanne Vranica

Coca-Cola is launching a new ad campaign in the upcoming weeks. The goal of this campaign is to appeal to consumers' yearning for comfort and optimism. This is especially important during the current state of the economy, which has had an effect on soft-drink sales.

The new campaign is anticipated to feature the slogan "Open Happiness." Coke's new chief executive, Muhtar Kent, and Joe Tripodi, the company's global chief marketing officer, are at the head of the campaign. Planning began six months ago.

In addition to uplifting consumers, the campaign is Kent's effort to increase the efficiency of Coke's marketing. Allen Adamson, managing director of WPP's branding consultancy Landor Associates, seems to think Coke has succeeded their marketing goals. "Coke finally cracked the code and got its voice, look and tone right," says Adamson. "Once you get it right, you don't want to muck with it too much."

A History of Coke Slogans
1886 - Drink Coca-Cola
1904 - Delicious and Refreshing
1929 - The Pause That Refreshes
1963 - Things Go Better With Coke
1969 - It's the Real Thing
1976 - Coke Adds Life
1979 - Have a Coke and a Smile
1982 - Coke Is It!
1993 - Always Coca-Cola
2006 - The Coke Side of Life

I don't think Coke really needs to advertise all that much. They always have cute commercials but they are the type of product that is known everywhere by everyone. What is it--Coke and the word "ok" are the two most globally recognized things? The only things Coke needs to advertise are sales and new flavors like Coke Zero or Vanilla Coke. Even then, the overall Coke brand name will draw people in to try new flavors.

Coke v. Pepsi: no need to advertise for this competitive battle. Either you like Coke or you like Pepsi. You can't be bought by advertisements.

Coke can advertise all it wants and try to lift spirits, but I don't think they NEED to put so much effort into it.