Open Happiness?

According to The Wall Street Journal, Coca-Cola will introduce a new ad campaign for its flagship brand next week. The ads are being created by Wieden + Kennedy, Portland, Ore.
The “Open Happiness” campaign grew out of a six-month initiative dubbed “Project Next,” which was spearheaded by Coke’s new chief executive, Muhtar Kent, and Joe Tripodi, the company’s global chief marketing officer. Both executives are seeking to make their mark on the 123-year-old brand.
The campaign is tied to Mr. Kent’s recent efforts to improve the efficiency of Coke’s marketing. There is hope in Atlanta that this campaign will go global without a lot of tweaking.
As for the line “Open Happiness” I can’t help but feel it’s hollow; therefore, lacking merit. Happiness isn’t found in bottles of pop.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Going to have to disagree as a person that absolutely loves coke. It does make me happy, even though I know I don’t need to be drinking all my calories in a coke…I still love it. Going to the movie, getting a huge coke, makes me happy! Let’s talk about how silly the new Pepsi logo is instead. I liked the old logo better, their new one is too simple.

  2. @Kelly – Good to know. I guess I think of happiness as something grand.

  3. Bob Somebody says:

    I don’t think the new tag will necessarily dictate the execution, but Open Happiness puts me to sleep. No real insight, no provocation, nothing inspiring.

  4. …unfortunately there is already such a drink called “DrinkMe” with the slogan “liquid happiness” in Austria……we spoke with the marketing director of Austria about such a concept about two years ago and he told us this concept about a downturning economy and a cute and colourful drink that brings “happiness” was quite “rubbish”…well…

  5. Truly, I think that the new slogan for Coke could be a little better then “Open Happiness.” However, I’m still all the way for coke. And I agree with Kelly, the Pepsi logo is very bland, though the pepsi max logo seems a little too “coke-ish”

  6. ‘Open Happiness’ is also the name of a collaboration band, inculding Patrick Stump from Fall Out Boy and Brendon Urie from Panic at the Disco. Along with 3 other RnB stars. It’s the song which is in the advert. I personally fouind that quite interesting, a song basically created for the Coke advert, by a collaboration of artists from opposing genres of music.
    Makes it appeal to a wider audience no? I personaly love the song so I reckon that it seems like quite a good move.