For some Coca-Cola is the world's largest brand, understands the power of communication.
's largest beverage company in the world, will launch a worldwide advertising campaign for its iconic drink hoping to awaken the minds of consumers amid an economy that reduces its activity. According to The Wall Street Journal, the new campaign, the first in three years for Coca-Cola Classic ", will carry the slogan" Open Hapiness "(" Uncover Happiness "). The new slogan replaces that has been used for the past three years," The Coke Side of Life ".
next week begin to move the first U.S. print ads and TV commercials debuting during the Super Bowl. The information provided by sources close to the company says the new campaign was a six-month initiative, called "Project Next" to counter the economic crisis. The project was led by Chief Executive Muhtar Kent, who, after seven months in office, wants to leave his mark on the company giving a new luster to the iconic brand.
also with Coca-Cola campaign hopes to push sales. Although his famous cola is growing in many parts of the world, sales in the U.S. fell 3.5% in the first nine months of the year, according to Beverage Digest, continuing a downward trend of several years amid competition from new beverages like teas and vitamin waters.
sales volume of Coca-Cola Classic declined approximately 16% from 1998 to 2007, WSJ reported. 
The new campaign replaces the first successful campaign for Coca-Cola for several years. "The Coke Side of Life" was the first hit from the venerable "Always Coca-Cola, which was used from 1993 to 1999. The brand appeared to have achieved success in 2006 with "The Coca-Cola side of life." Multiple ads, including "Happiness Factory", a commercial that used computer animation to depict a fantasy world inside a vending machine Coca-Cola, won a Cannes Lion.
"Coca-Cola finally cracked the code and got the voice, appearance and tone correct," said Allen Adamson, managing director of Landor Associates, the consulting brand of WPP Group to the American newspaper. "Once that hits with the formula, not a good idea to experiment much with it."
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