Coca-Cola is searching for a new global marketing campaign that could see the end of its six-year ‘Open Happiness’ activity.
The drinks maker has invited 10 roster agencies to pitch ideas for Coke’s next global campaign. It is taking place in Atlanta this week with agencies from around the world including Dentsu, Wieden+Kennedy Portland and Ogilvy tasked with shaping a new creative direction for the brand, according to Ad Age.
In a statement, the company said: “We have invited a selection of our key agencies from around the world to bring their best thinking to Coca-Cola in order to create the strongest work for our flagship brand. We are always pushing ourselves and our agencies to deliver world class creative with global appeal that engages and entertains our consumers and drives business growth. This process will help us harness thinking from some of the best agency minds from around the world to deliver the best possible work.”
The new campaign could take the place of the “Open Happiness” campaign launched in 2009 by Wieden+Kennedy.
This is the latest in a string of changes the soft drink company has made to its marketing strategy to try and boost sales.
Earlier this year, Coca-Cola scrapped its four separate brand campaigns in Europe and put them under one umbrella in order to better balance promotional support between its flagship Coca-Cola and the smaller Coca-Cola Zero and Coca-Cola Life brands.
The company is also working to improve its mobile marketing. For example, it is looking at how mobile can bridge bolster its shopper marketing efforts to lift sales.