Dive Brief:

• Coca-Cola could be letting go of its "Open Happiness" global campaign, which launched in 2009 during "American Idol." 
• The brand has requested that 10 of its roster agencies from around the world submit ideas for a new marketing effort. 
• Coca-Cola has used "Open Happiness" as its slogan in marketing across all platforms. The campaign replaced the former "The Coke Side of Life". 

Dive Insight: 

​Coca-Cola's's new CMO Marcos de Quinto and the unfortunate incident on Twitter when Gawker pranked the #MakeItHappy autobot could both be big factors in the brand's decision to start a new campaign. 

A representative from the soft drink giant said Coca-Cola is seeking fresh messaging to make sure the brand continues to engage consumers, experiences business growth, and appeals on a global level. Reps did not say how long the pitch process would take, or when the new marketing campaign would be launched.