open happiness

Apr 04, 2016

From 'Open Happiness' to 'Taste the Feeling': Coke's struggle with emotion vs function

Advocates of 'feeling-based' work such as Wendy Clark and Jonathan Mildenhall left Coke and a new, more rational strapline was unveiled. The author assesses the pros and cons.

Jan 28, 2015

Coca-Cola offers excess baggage, opens happiness

Activation by Y&R LabStore was executed at Dubai International Airport

Sep 14, 2009

Coca Cola infuses fun through animated Aamir Khan in latest campaign

Coca-Cola India has unveiled the latest in its series of communication for brand Coca-Cola that builds on the global ‘Open happiness’ platform. The latest communication features Aamir Khan in an animated avatar racing on his motorbike in the virtual world of videogames.

Apr 16, 2009

Coca Cola urges consumers to ‘Open Happiness’

After leveraging the ‘cricket’ platform in its first “Open Happiness” communication initiative featuring Gautam Gambhir just before the onset of summer, Coca-Cola has unveiled the second wave of communication, this time featuring Aamir Khan. The campaign has been designed around the theme of the passion of movies amongst consumers.

Feb 25, 2009

Coca Cola opens happiness globally

Coca Cola has unveiled its global campaign for 2009, ‘Open Happiness’ in India. The communication invites people to pause, enjoy a bottle of Coca-Cola, while taking in life's simple pleasures. ‘Coca-Cola Open Happiness’ is designed to serve as the platform for all integrated marketing initiatives for brand Coca-Cola globally. The first in the series leverages the passion of cricket amongst the Indian youth by featuring cricketer Gautam Gambhir.