Watch: Coke on the breadth and limitations of marketing 'happiness'

Campaign's takeaways:

• The way Coca-Cola was marketed according to each variant in the past was not "optimal"; so the company hopes to now maximise reach by bringing all the variants under a single brand, though it will not address the issue of unhealthy ingredients in future advertising.

• Despite replacing its 2009 'Open Happiness' campaign with 'Taste the Feeling' this January, Coca-Cola still considers itself "more of an expert in happiness" than rival Pepsi, intepreting it as having an optimistic and positive outlook "expressed in a tighter way via little moments in everyday life".

• Some Cannes-awarded work, despite being tear-jerking and moving, is not related to the product. In Coke's book, work is not good if it could be undersigned by any brand, rendering it forgettable.