Coke Set to Reveal 'Open Happiness' Campaign

New Slogan Could Replace 'The Coke Side of Life'

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NEW YORK (AdAge.com) -- Coca-Cola is preparing to unveil a new global ad campaign with the tagline "Open Happiness."

The new slogan is set to figure prominently in advertising and could replace "The Coke Side of Life," which was launched in 2006. That tagline has been the overriding theme for all of Coke's efforts, including the award-winning "Happiness Factory" and its corporate responsibility program, Live Positively. The Wall Street Journal first reported the tagline and creative direction; Coca-Cola declined to comment on its advertising plans.

Coca-Cola's agency of record, Wieden & Kennedy, Portland, Ore., is creating ads for the campaign that are expected to roll out in the coming weeks. The push is predicted to air in more than 100 markets and be used across a variety of media. The effort is the latest example of Coke's efforts to make its programs more scalable as it works toward increasing marketing efficiencies.

Dovetailing Pepsi
The direction seems to dovetail with that of rival Pepsi, which is running an optimism push. But the Atlanta soft-drink giant has long focused on a theme of happiness, with taglines such as "Have a Coke and a Smile" in the 1970s. Likewise, its "Live Positively" program, which encompasses recycling and water conservation efforts, also makes a nod toward happiness. The program features a smiling logo as part of its library of logos.

In discussing the launch of "Live Positively" at the Beverage Digest Future Smarts conference last month, Joe Tripodi, chief marketing and commercial officer for Coca-Cola, pointed out that Coke had embraced the smiling logo more than six months ago, before archrival Pepsi introduced its new smiley series of logos.

But now, with consumers increasingly fearful about the economy, and dismal news in practically every industry, the timing appears right for a fresh, new campaign focused on happiness.

Music push
An executive close to the effort said it is meant to be physically and emotionally uplifting, in the mold of the brand's iconic "hilltop" campaign of the 1970s. That push featured the iconic ditty, "I'd like to teach the world to sing." Likewise, the new campaign is set to showcase what the company hopes will become an iconic soundtrack, featuring artists such as Fall Out Boy's Patrick Stump and Janelle Monae, a Grammy Award nominee. The company is expected to announce a partnership with Atlantic Records as soon as next week. Coca-Cola declined to comment.

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