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

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. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.