Coca-Cola might be looking to move away from "Open Happiness."
The brand has asked 10 roster agencies to pitch ideas for Coke's next global campaign: Wieden+Kennedy in Portland, Ore.; David; Dentsu; FCB in South Africa; Martin Mercado; McCann in Madrid; Ogilvy; Santo; Sra Rushmore; and The Cyranos.
"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," said a company representative in a statement.
The brand launched "Open Happiness" in 2009 during American Idol and rolled it out to over 200 markets globally. At one point, CeeLo Green even recorded a single for it. The campaign, which has used "Open Happiness" as its slogan in print, television and digital marketing, replaced "The Coke Side of Life."
Since Coke's new chief marketing officer, Marcos de Quinto, recently took the reins, the move isn't surprising. Also, given the brand's recent trouble with #MakeItHappy—which spawned a milquetoast Super Bowl spot and was pranked by Gawker on Twitter—a fresh campaign might help buoy the brand's image.
A rep said Coke is looking for new messaging now to ensure it continues to have global appeal, engages and entertains consumers, and drives business growth. It's unclear how long the selection process will take, or when the brand might unveil a new marketing effort.