Personally, I could go for ‘Smile in a Bottle’ or some variation on the theme for Ritzling’s inspired launch of their lightly-carbonated, low alcohol Riesling beverage developed primarily for women by New Zealand’s women-dominated Tardis Design.

The first challenge was ‘what do we call it?’ Ritzling is a small valley in Austria where it’s thought the first Riesling grapes were grown. For centuries, many an army has marched across this land. From Caesar and the Barbarians, to Napoleon and Hitler. Try as they might, at the end of every campaign ‘happiness just kept shinning through’ and with it, the vitality of the Valley. Enchanted by this tale we were inspired to create a magical world – the land of Ritzling – where fun and optimism rule supreme and nothing is taken too seriously. These ideals informed the brand’s visual imagery and messaging. Exotic, magical images combine the spirit of Alice in Wonderland with a touch of the baroque and a hint of Monty Python. Enchanting and upbeat, the Ritzling packaging is a standout on the shelf.

Coke is already selling ‘Happiness in a Can’, causing me to write an inspired, rip-roaring anti-Coke campaign essay that got the attention of Pepsi’s former Director of Innovation a couple year’s ago. I don’t mean to be a killjoy, but products don’t make women happy — although brands have spent the last several decades trying to prove me wrong.

Circling back to Coke, the brand has an entire website going on the philosophy of happiness.

Post raining on the Team Happiness’ Ritzling parade, the campaign is lovely, amusing, artistic and inspired. ~ Anne