Open Happiness – Coca Cola Slogans Explained!

Are you looking for a list of all Coca Cola slogans and the meaning of its latest slogan: Open Happiness? If yes, this article is going to explain it to you in detail.

As an entrepreneur, I’m very interested in learning about the slogans of some successful companies like Coca-Cola. Because it inspires me to use the same kind of marketing tactic in my own business.

So in the past week, I have studied a lot of materials about Coca-Cola slogans. I’m going to share with you my findings of the slogans. You may find it very inspirational if you are a business student or business owner.

In this article about “Open Happiness” and all other Coca Cola slogans, I’m going to cover the following topics:

A Brief History of Coca Cola Slogans

Coca-Cola’s advertisements over the years have reflected the times as well as its own brand. Slogans serve as a simple, direct means of communicating about Coca-Cola.

In 1906, Coca-Cola’s slogan, “The Great National Temperance Beverage,” spoke to a time when Americans were looking for alternatives to alcoholic beverages.

The slogans related to sales figures “Three Million a Day” from 1917 and “Six Million a Day” from 1925 have also been used. The Coca-Cola Company passed the one billion a day mark in 1997, but that’s a vast difference in terms of drinks consumed daily.

In some Coca-Cola slogans, the focus has been on the quality of the product, its refreshing taste, or even its role in entertaining, such as “Where There’s Coke, There’s Hospitality” in 1948.

In 1985, Coca-Cola introduced a new taste (commonly known as new Coke® ) and reintroduced its classic formula and original taste. In 1985, the slogan was “America’s Real Choice,” and by 1986, the slogans were “Red, White & You” for Coca-Cola classic and “Catch the Wave” for Coca-Cola.

Advertisements themselves can become memorable slogans. 

The “Hilltop” advertisement for Coke featured a song with the lyrics “I’d Like to Buy the World a Coke.” Although the ad was not a slogan (it actually was part of the “It’s the Real Thing” campaign), the lyric is still so well known that people consider it a slogan.

Another slogan was introduced in January 2003: “Coca-Cola… Real.” The campaign (and slogan) refer to genuine and authentic moments of life and the role Coca-Cola plays in them.

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What Does “Open Happiness” Mean?

The Coca-Cola Company’s “Open Happiness” campaign was rolled out globally in the first half of 2009, following its “Coke Side of Life” advertising campaign. 

Weiden + Kennedy, the global agency for Coca-Cola since 2006, developed the global campaign.

The campaign aimed at capturing ‘Open Happiness’ and bringing to life the idea “Open a Coke, Open Happiness. ”

The campaign includes the “Happiness Factory” commercial that debuted in 2006, along with on-pack promotions, digital activations, and outdoor advertising with a high level of impact.

Following up on the award-winning “Coke Side of Life” campaign, The Coca-Cola Company invites billions of people around the world who enjoy relaxing with a Coke to “Open Happiness” and continue to enjoy life’s simple pleasures. 

Coca-Cola uses Open Happiness as the platform to handle all of its integrated marketing globally. 

Throughout the first half of 2009, an integrated campaign – including point-of-sale, promotions, outdoor and print advertising, digital and music components, and more – was launched in markets around the world.

“Throughout its history, Coca-Cola has always tried to express a refreshingly positive view of the world,” said Joe Tripodi, chief marketing and commercial leadership officer, The Coca-Cola Company. 

“Open Happiness builds on that heritage, recognizing that even with the difficulties and stress of modern-day life there still are opportunities, every day, to find a moment to recognize life’s simple pleasures. This campaign reminds people that Coke is always there to offer that small moment of fun and refreshment when you need it.”

Through engaging creative and an updated message, the campaign continues to encourage positivity, optimism, and fun in people’s lives. Besides providing a clear role for Coca-Cola, the campaign also set the scene for a rich in-store shopper experience.

“Open Happiness is designed to work at every level – from national advertising all the way down to coolers and store shelves, with a clear call to action at the point of purchase,” continued Tripodi. “The combination of inspirational marketing and in-store execution in collaboration with our bottling partners worldwide will ensure we continue to reinvigorate the sparkling category.”

With the launch of the campaign, music also plays a central role starting with a song featured in one of the ads that were released as a single. 

The music is a collaboration featuring the combined talents of Gnarls Barkley’s Cee-Lo, Patrick Stump from Fall Out Boy, Brendon Urie from Panic at the Disco, Travis McCoy from Gym Class Heroes and Grammy-nominated Janelle Monae and produced by Polow Da Don and Butch Walker.

“Central to Open Happiness is the simple notion of enjoying an ice-cold Coca-Cola and taking a small break from the day to connect with others,” said Katie Bayne, chief marketing officer, Coca-Cola North America. “With this new campaign, that’s exactly what we’re inviting people to do more often — open a Coke and share a little happiness.”

Coca-Cola changed its campaign slogan to “Taste the Feeling” in January 2016.


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How Was The “Open Happiness” Slogan Created?

Coca-Cola’s red and white logo is instantly recognizable by consumers around the world. There are very few brands that have such a strong global presence. 

When branded effectively, a product or organization is elevated from being just another commodity amongst many identical commodities into something with a unique character and promise.

Coke’s branding strategy has always included campaigns. The ‘Open Happiness’ campaign was well received by audiences worldwide. 

Coke has always attempted to express a refreshingly positive outlook on the world throughout its history. 

The ‘Open Happiness’ campaign was built on the same heritage, reminding people that Coca-Cola is always there to offer a small moment of fun and refreshment amid the challenges and stress of modern-day life.

Wieden & Kennedy created the ‘Open Happiness’ campaign in the first half of 2009 with a primary goal of increasing sales for Coca-Cola. 

In 2005, sales of Coke fell by 2 percent worldwide for the very first time since 1985. When soft drink sales were plunging around the globe, the “Open Happiness” campaign offered a breath of fresh air by inviting people to refresh themselves with a coke and not miss out on some of the simplest pleasures. 

Unlike the previous campaign ‘Coke side of life,’ which proved difficult to translate across the globe and lacked a clear call to action, this campaign was well received by audiences worldwide and contained a strong call to action in the tagline. 

Coca-Cola invested a great deal of marketing effort into making this campaign successful. 

Rather than use the traditional marketing channels, such as commercials, banner ads, print media or radio advertisements, the campaign utilized unique promotion tactics that went beyond the traditional marketing methods. 

The campaign featured some of the top singers in the music industry, along with lovely visual concepts and some fascinating music composed for the campaign. 

Additionally, this campaign is one of the most successful campaigns in history due to its unique promotional tactics, including the ‘Happiness Truck’, ‘Happiness Vending Machines’, and the ‘Hug Machine’. 

Through this campaign, both everyday people and celebrities were used in the ads to connect with customers. By doing so, people were able to relate to the message better, since they could see a part of themselves in the advertisements.

Further, it asked its customers to vote in the various competitions and give feedback on its commercials in order to strengthen the relationship. 

With digital media techniques like Twitter, Facebook, YouTube, etc, Coca-Cola kept the brand current in people’s minds while their music stayed in their souls in the era of technology. 

Although audiences were able to emotionally connect with this message of optimism and goodwill, the campaign received mixed reactions across the globe. 

Some think this is a great way to build relationships with customers, while others believe it lacks the power to influence people to drink Coke.

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Who Created the Open Happiness Campaign For Coca-Cola?

As one of seven Coca Cola agencies that worked on the Open Happiness campaign, Wieden and Kennedy Portland came up with it. 

In 2009, this campaign launched and was an important part of other Coca Cola advertisements.

How Did “Open Happiness” Campaigns Work?

On January 21, 2009, the campaign was introduced on American Idol, and then expanded into other national markets over the next few weeks. 

On February 1, 2009, NBC broadcast a Super Bowl XLIII commercial featuring the Open Happiness theme. 

On February 22, 2009, ABC broadcast the 81st Academy Awards broadcast featuring the OPEN HAPPINESS theme. 

As part of the Open Happiness theme, The Coca-Cola Company placed print advertisements in newspapers, television commercials, outdoor ads, and in-store advertisements in the United States.

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Coca-Cola Slogans From 1886 to 2006

1886 – Drink Coca-Cola 
1904 – Delicious and Refreshing
1905 – Coca-Cola Revives and Sustains
1906 – The Great National Temperance Beverage
1917 – Three Million a Day
1922 – Thirst Knows No Season
1923 – Enjoy Thirst
1924 – Refresh Yourself
1925 – Six Million a Day
1926 – It Had to Be Good to Get Where It Is
1927 – Pure as Sunlight
1927 – Around the Corner from Everywhere
1929 – The Pause that Refreshes 
1932 – Ice Cold Sunshine
1938 – The Best Friend Thirst Ever Had
1939 – Thirst Asks Nothing More
1939 – Whoever You Are, Whatever You Do, Wherever You May Be, When You Think of Refreshment Think of Ice Cold Coca-Cola
1942 – The Only Thing Like Coca-Cola is Coca-Cola Itself
1948 – Where There’s Coke There’s Hospitality
1949 – Along the Highway to Anywhere
1952 – What You Want is a Coke
1956 – Coca-Cola… Makes Good Things Taste Better
1957 – Sign of Good Taste
1958 – The Cold, Crisp Taste of Coke
1959 – Be Really Refreshed
1963 – Things Go Better with Coke
1969 – It’s the Real Thing 
1971 – I’d Like to Buy the World a Coke (part of the “It’s the Real Thing” campaign)
1975 – Look Up America
1976 – Coke Adds Life 
1979 – Have a Coke and a Smile
1982 – Coke Is It! 
1985 – We’ve Got a Taste for You (for both Coca-Cola & Coca-Cola classic)
1985 – America’s Real Choice (for both Coca-Cola & Coca-Cola classic)
1986 – Red, White & You (for Coca-Cola classic)
1986 – Catch the Wave (for Coca-Cola)
1987 – When Coca-Cola is a Part of Your Life, You Can’t Beat the Feeling
1988 – You Can’t Beat the Feeling 
1989 – Official Soft Drink of Summer
1990 – You Can’t Beat the Real Thing
1993 – Always Coca-Cola
2000 – Coca-Cola. Enjoy
2001 – Life Tastes Good
2003 – Coca-Cola… Real
2005 – Make It Real
2006 – The Coke Side of Life
2009 – Open Happiness

Why Is the Business Slogan Important For Coca-Cola?

Adverts often use slogans because they are short and catchy. A catchy slogan can attract attention to a brand or product. 

Slogans have been around for a long time, but today they are everywhere, and they are used by many different brands. 

Slogans should highlight a product’s benefits. Memorable slogans will also enhance a brand’s image. 

It is generally believed that a phrase with meaning resonates more strongly with customers than a brand’s name alone, as a good slogan provides more than an assurance of commitment, but also explains what the brand stands for.

In marketing, slogans are important for the following reasons:

Brand positioning and recognition

A distinctive logo, a memorable slogan, and the brand name determine a company’s identity. 

Therefore, a catchy and memorable slogan will help your brand gain recognition. Your brand’s position in the market will depend on the tone and language of your slogan.

Building better customer relationships

Throughout history, slogans have always served as a connection between a business and its clients.

Using slogans in advertising helps brands to be remembered by their audiences, which results in a positive attitude towards them.

Stand out from the crowd

It is important for a brand’s slogan to be distinctive. This will help you stand out from the crowd. 

Your brand can be identified without having to mention the product or brand name if you mention the slogan. 

Make your product more popular

In addition to telling the audience about the product, a slogan can also inform them of its benefits. 

Slogans describe how people view a product. You can use a slogan to enhance the appeal of your product as a marketing strategy.

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Final Words: Coca Cola Slogan

Coca-Cola has been using the concept of happiness throughout its marketing strategy for seven years. Coca-Cola is looking at the impact its iconic beverage has on people, families, friends, relationships, etc.

Despite Coca-Cola’s many slogans, “Open Happiness” represents the digital age best. In a series of vending machine hacks featured in various locations, the campaign launched during Super Bowl XLIII and quickly went viral.

“Open Happiness” had a significant impact on a world dominated by social media. The campaign’s Facebook page received over 50 million likes before the slogan was changed to “Taste the Feeling.”

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Open Happiness - Coca Cola’s Slogan

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