A few years ago, Best Buy endorsed the following edict in its tagline: Buyer Be Happy. More recently, Coca-Cola has encouraged us to Open Happiness. Febreze wants us to Breathe Happy. Hershey’s suggests that we Welcome Happy, and, alternately, that we say Hello Happy. Hello Hershey’s. And Lay’s explains to us that Happiness is Simple. Some online service called Live Happy promises Happiness delivered right to you!
It doesn’t surprise me that the advertising world has glommed onto that word. What surprises me is how long it has taken to get to this point. After all, the word happy has a long and storied tradition in song titles, (Happy by The Rolling Stones, Happy by Pharrell Williams, Happy by C2C—and that’s just titles consisting entirely of just that word); book titles, (10% Happier, The Art of Happiness, Authentic Happiness, The Happiness Advantage, The Happiness Project, etc); movie titles (I found 22 such titles in Wikipedia); surprisingly few band names, (Happy Mondays, Happy Go Lucky, The Happy Goodman Family, Happy Flowers, Happy Rhodes); lots of consumer products and many other forms of popular culture. But, if memory serves, (and it seldom does these days), the occurrence of happy in taglines, at least with such frequency, is a relatively recent development.
Taglines, according to most people, should allude to a key benefit of the product or service. Happiness could be considered the ultimate benefit.