You can stop looking for "Happiness" now.
That's the word from Coca-Cola's new global CMO Marcos de Quinto, who says the decade-long "Open Happiness" campaign had become too preachy in promoting sharing and co-existence for his, er, tastes.
So now, Coca-Cola, Coke, Diet Coke and Coke Zero, will all share a common theme: "Taste the Feeling."
Having brand consistency across its cola portfolio is indeed a no-brainer.
In fact, there is a lot to like about each of 25 new spots released earlier today.
But here at Gen Wow, we can't help wondering if "Taste the Feeling" skates a little too close to Skittles territory.
And let's face it, there's a lot to miss about some classic "Happiness" initiatives over the last few years—especially the physical + digital variety.
Among our favorites:
Let's face it, Happiness shared is doubled. Or tripled. Or...
How Coke helps you brake for good times.
Call it the Happiness Traffic Jam
Open a bottle and light up the night sky.
A single serving—for two.
Bust a move for your favorite beverage.
Coke creates a city park and rolls out the happiness.
Happiness brings even the people of India and Pakistan together.
It takes two to use this 12-foot-tall vending machine.
Hug it, get an ice-cold Coke.
An on-campus ice breaker for the first day of school.
Cupid makes you prove you're a couple to get a Coke.
Reinventing that age-old Coca-Cola classic for the digital age.
Of course, change is the only constant—and perhaps the time is right for a Coke refresh.
But that doesn't mean we won't miss the happiness we've shared in times past.
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