Per Adweek, and certainly based on the big bucks Coke and McDonald’s spent on Super Bowl ads this year, big brand marketers are churning out campaigns to make the world a kinder, happier place—whether that’s combating hate online or making consumers smile with a new love-inspired currency.
Let me be the first to say it: It’s not going to work!! Coke has been on a happiness kick for years and the brand keeps losing share and becoming less and less relevant.
Likewise, every interview I read with the folks involved with the McDonald’s campaigns just makes the brand look completely clueless:
“When you focus on the idea [of happiness], you’re a better brand,” said McDonald’s CMO Deborah Wahl. “It can completely change the way that a brand engages with its customers, and that’s why we feel so strongly about [this trend] … it can help drive the right sort of purpose-driven behavior.”