Reworking the Coca-Cola can to match its slogan of "Open Happiness," the 'Happy Can' campaign altered the opening of the iconic coke can to smile at you. When opening the can, the cutaway curves upwards to smile at you instead of the conventional opening. Developed by ad agency McCann-Erickson, the cans took countless iterations to get the smile just right.
Before releasing the cans for retail use, giant banners showcasing the can were plastered over Milan. Facing busy streets and indoor locations, the smiling cans delighted many passing pedestrians.
The reasoning behind the campaign came from the "long year of political, economic and religious upheaval in Italy." By altering the coke can, McCann-Erickson hoped to get some people to smile, despite recent events.