The Coca-Cola Company is launching a new social media program that will send three bloggers around the world in search of what makes people happy, as part of the latest push in the soft drink brand's "Open Happiness" campaign.

Coke, which announced the online campaign at the beginning of the year, appears to be highlighting the very same themes of optimism and positivity shared by its arch-rival, Pepsi-Cola, through its "Refresh Everything" promotion.

As part of the Coke "Expedition 206” effort the bloggers will travel to more than 200 countries in one year, and document their travels through blog posts, Twitter updates, and YouTube videos.

At each stop, the bloggers will meet with locals, share stories, and visit international events such as the Winter Olympics in Vancouver. During the trip, online consumers will play a role in determining where the trio goes during some of its stops.

The expedition will begin Jan. 1 in Madrid and include 17 country stops within the first month. It will end Dec. 31st at Coca-Cola Headquarters in Atlanta.

The three participants will be chosen in an online vote that began yesterday at www.expedition206.com. Voting ends Nov. 6, and the winning team will be announced later next month.

"It's not about having the Coca-Cola brand first and foremost, center of the screen,” said Adam Brown, director of Coca-Cola’s Office of Digital Communications and Social Media, in an interview with the Associated Press. “It’s about telling the story that involves Coca-Cola, that involves the attributes of what Coca-Cola is about, optimism and joy.”

Pepsi "Refresh Everything"

Coca-Cola’s longtime competitor, The Pepsi Cola Company, has also been marketing a positive tone through its "Refresh Everything" makeover campaign launched late last year.

Pepsi’s strategy, which was heavily influenced by President Barack Obama’s campaign, also included a survey that explored the national mood in America following the presidential election.

As part of The Pepsi Optimism Project, the survey found that members of the Millennial generation were more likely than their older counterparts to say they feel "excited" about the future.

Recession Heightens Cola Wars

Despite their aggressive campaigns to lighten consumer moods -  and recent rises in the stock prices of both companies - both Coke and Pepsi have struggled to retain soft-drink customers during the current economic dowturn, especially amid increasingly louder cries from public experts to tax sugary drinks.

Industry watchers also predict that such name-brands will continue to struggle for market share in the post-recession economy. According to a June study by the Private Label Marketing Association and GfK research, 91% of US consumers will stick with private labels once the economy begins to recover.

“It will be hard for the folks at Pepsi or Coke to imagine that the image they need to project isn't one of social aspiration and cool "it" brand status,” said Kate Newlin, a senior business strategy consultant and author of the book “Passion Brands” (via Branding Strategy Insider.)

“[The brands] may well have to come to grips with being in the marketing ghetto of pure share wars in a declining market,” she said.