Coca-Cola’s marketing strategy has always been to associate happiness, positivity and the good life with their products, from 1906’s rather officious and puritanical (but capturing the zeitgeist marvellously) ‘The Great National Temperance Beverage’ slogan, to 1971’s slightly more idealistic ‘I’d like to buy the world a Coke’, which despite not actually being the official slogan, became so successful that it’s still remembered fondly to this day.