The earth shattering news of the day is that Coke has a new global campaign, the theme of which is… Wait for it… “Happiness in a bottle.” Now, if this was aimed at a certain clientele that hung out on the Bowery, and the bottle was in a brown paper bag, it might make sense. But, according to Esther Lee, chief creative officer, marketing, strategy and innovation of Coca-Cola, the idea is to “make Coke more important to people.” Mmmm… Ya mean more important than global warming and all that other mundane stuff? Apparently, a massive research project called “The Big Dig,” (I thought that was in Boston) revealed that consumers had a “deep-down love for the brand, but it wasn’t top of mind.” They also learned that what loyal Coke drinkers love most about the brand was the physical and emotional uplift they got when drinking the product. Must have got that gem from the guys on the Bowery. We’ll leave the final word to Ms. Lee… “Happiness is big in the small things.” Not quite sure what that means, but I’ll drink to it. Make mine a gin and tonic!
Ya think that's what they mean by "Happiness in a bottle?"
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