The economic downturn is having an impact across the globe and affecting many different industry sectors even the gigantic soft drink market has experienced a significant loss in sales.  Though soft drink giant ‘Coca Cola’ has reacted to this economic downturn by launching a new campaign “Open Happiness” where according to an article published in the Wall Street Journal “Coke are ‘hoping to appeal to consumers who are looking for comfort and optimism” during the financial crises.