Open Happiness
marketing campaign
Open Happiness was a global marketing campaign for The Coca-Cola Company that was rolled out worldwide in the first half of 2009, following the company's "Coke Side of Life" advertising campaign. It was developed by the Wieden + Kennedy creative agency. The campaign ended in January 2016 when Coca-Cola replaced its slogan with "Taste the Feeling".
Strategy
The campaign was launched on the reality television series American Idol on January 21, 2009, and rolled out to other national markets over the following weeks. In the United States, commercials following the Open Happiness theme appeared during NBC's broadcast of Super Bowl XLIII on February 1, 2009, and during ABC's broadcast of the 81st Academy Awards on February 22, 2009. Marketing for The Coca-Cola Company based on the Open Happiness theme also appeared in the United States as print ads in newspapers, in television commercials, in outdoor advertising, and in in-store advertising.
Music
Music plays a central role in the campaign. The first Open Happiness song was initially featured in a television commercial for the American market. The song was later released as a single. It is a collaboration between Cee-Lo Green, Patrick Stump (from Fall Out Boy), Brendon Urie (from Panic!
“Open Happiness” enters the record as marketing campaign. Crown Archives preserves that source wording while asking what Happiness, marketing and campaign can confirm, complicate or overturn.
Why this record matters
“Open Happiness” is worth following because a concise public description often conceals a longer documentary argument. Here, Happiness, marketing and campaign provides the most credible route into that argument.
Chronology, provenance and viewpoint should be read together before a broad social or political interpretation is accepted. The source revision retrieved here is dated Jun 22, 2026. The linked authority identifier is Q2603556. None of the 0 selected statements returned an explicit reference. The first chronological checks are 2009 and 2016.
Later summaries often reconcile disputed chronology or motive more neatly than the contemporary record permits. The lead is largely declarative, so disagreement and counter-evidence require a deliberate search beyond the opening account. Authority statements aid reconciliation but still require their own references, qualifiers and ranks to be checked.
How to read it
Compare institutional narratives with records created by participants and affected communities. Dates and formal titles are useful anchors, but not substitutes for context.
- Event chronology
- Institutional context
- Locating named record creators
Contemporary correspondence, government or organizational records, oral histories and cited historical scholarship.
Three-step research path
- Establish the record: confirm the title “Open Happiness”, its source revision and the description used here.
- Expand the search: follow Open Happiness primary sources, Open Happiness archive and Happiness research across catalogues and specialist indexes.
- Test the account: compare the strongest cited source with the responsible institution’s current record and note any disagreement.
Questions for further research
- Which source most directly establishes the central claim about “Open Happiness”?
- Who created the surviving record, and for what administrative purpose?
- What chronology connects this entry to wider political or social change?
Search terms from this dossier
This entry incorporates text from “Open Happiness” on English Wikipedia. Contributors are listed in the page history. Text is available under the Creative Commons Attribution-ShareAlike 4.0 License. Selected authority identifiers and statements are retrieved from Wikidata under CC0; their references and qualifiers remain part of the verification path.