Finding Happiness

On my flight home from Minnesota yesterday, I noticed that the cocktail napkins handed out by the flight attendants were advertisements for Coca-Cola, the ad slogan being "Open Happiness."

Wait a minute, I thought. Happiness is found within a bottle of caffeinated high fructose corn syrup augmented with phosphoric acid? That is some truly slick advertising.

Upon returning home, I checked out the Coke website and found that they actually do believe this:

"Throughout its history, Coca-Cola has always tried to express a refreshingly positive view of the world," said Joe Tripodi, chief marketing and commercial leadership officer, The Coca-Cola Company. "Open Happiness builds on that heritage, recognizing that even with the difficulties and stress of modern-day life there still are opportunities, every day, to find a moment to recognize life's simple pleasures. This new campaign reminds people that Coke is always there to offer that small moment of fun and refreshment when you need it."

Well. I am sure that opening a cold Coke does bring fleeting moments of happiness to some. But what happens when your Coke bottle is empty? Or you don't have the spare change handy to buy a bottle of happiness? Or you forget to be mindful of the happiness in the bottle, and guzzle the fizzy beverage unconsciously?

And then there's the question of motive. Does Coca-Cola really have your happiness in mind, or are they just wanting to sell more Coke? Again, from their website:

The new campaign will continue to invite people to bring positivity, optimism and fun into their lives through engaging creative and an updated message. The campaign also was developed to provide a clear role for Coca-Cola, setting the stage for a rich in-store and shopper experience.

"Open Happiness is designed to work at every level -- from national advertising all the way down to coolers and store shelves, with a clear call to action at the point of purchase," continued Tripodi. "The combination of inspirational marketing and in-store execution in collaboration with our bottling partners worldwide will ensure we continue to reinvigorate the sparkling category."

Reinvigorate the sparkling category?!?!? What on earth does that mean, anyway? And does anyone actually believe that a "rich shopper experience" comes from seeing brightly-colored ad campaigns and responding to a "clear call to action at the point of purchase"?

If you are looking for a "rich in-store experience", check this out! Now THAT's what I call a shopping experience that reinvigorates your own sparkle! It really is that simple; we have the power to create our own rich experiences through the power of choice. Choose to laugh; choose to dance; choose to smile at everyone! No need to depend upon consumer products to deliver happiness; instead, we can tap in to our inner spirit of laughter and discover a source of unending joy!

I don't know how long it will take, but my vision is that one day in the future, airline cocktail napkins will continue to deliver messages about finding happiness, but rather than using carbonated soft drinks as the medium, the happiness message will be delivered via creative and playful laughter exercises! The flight attendants will be trained laughter yoga leaders, and each flight will include mirthful sessions of giggling fun! Passengers will arrive at their destination feeling refreshed and energized, and the energy flowing out of the planes upon arrival will fill the city with invigorating waves of friendly smiles!

People may dismiss this kind of vision as nonsensical or impossible, but I'm willing to bet that the Wright Brothers received that kind of response back in their day as well. A century ago, the idea of millions of people flying around the sky at 500 mph while sipping fizzy beverages would have been considered ridiculous, too!

So, we must start somewhere. I'm off to dance my way through the grocery store; who wants to join me?