A Measured Approach

You say you want marketing news and commentary? Well, you came to the right place. The Big Fat Marketing Blog is updated daily by the editors of Chief Marketer, Direct, Promo and Multichannel Merchant. Opinions? Oh yeah, we got em'. Don't say we didn't warn ya'.

Coke Promotes “Open Happiness”

Grant Johnson January 14th, 2009

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%.

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Coke Promotes “Open Happiness”

Grant Johnson January 14th, 2009

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%.