Coke Promotes “Open Happiness”
Like its rival Pepsi, Coke feels that their marketing needs to make you feel good, despite the economic circumstances surrounding you. According to the article, ” 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.” Last year they spent $406 million on ads.
We’ll see if the ads work. The premise, of course, is that if the ads can lift you up, you’ll buy the product. US sales have slipped 3.5% recently, with its “Classic” product falling 16%.
