Coca-Cola used “Open Happiness” as a global advertising campaign beginning in 2009.
The campaign followed Coca-Cola’s earlier “The Coke Side of Life” platform and presented opening a bottle or can as a moment of optimism and shared enjoyment. It appeared in television, print, digital and outdoor advertising across numerous markets.
“Open Happiness” was introduced during a period when Coca-Cola was seeking a unified worldwide marketing message. The campaign’s advertisements often connected the drink with friendship, music, celebration and everyday social occasions rather than focusing only on taste.
The phrase should not be confused with “Taste the Feeling,” which became a major Coca-Cola campaign in 2016. Coca-Cola has used many slogans in different countries and periods, but “Open Happiness” specifically refers to the global platform launched in 2009.