With Coca-Cola experiencing a 3.5% decrease in the U.S. market during the first nine months of 2008 (source: Beverage Digest), Coke will use the Super Bowl to launch their new brand slogan “Open Happiness”.
The first in three years, Coke hopes to appeal to consumers’ longing for comfort and optimism at a time when the weakening economy is sapping soft-drink sales.
Coca-Cola Brand Slogans
As reported in the Wall Street Journal, “Print ads in the campaign are expected to make their debut next week, and new TV commercials are expected to air in coming weeks, including during the Super Bowl, these people say, though the commercials are still being finalized. One spot, called “Heist,” scheduled to run during the big game, will feature cute critters in a park absconding with people’s Cokes, they say.
The 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 ads are being created by Wieden + Kennedy, Portland, Ore. Coke is currently conducting an ad review for its Sprite business and its Vitaminwater brand, according to people familiar with the matter.
Josiahs Livingston is the founder of 
