Much like your therapist or your mother, the marketing executives at Pepsi want you to be "More Happy."

That, at least, is the new slogan for the soft drink, which corporate parent PepsiCo Inc. unveiled in an advertising campaign this week in the lead up to this year's Super Bowl XLI.

The slogan is the first new tagline Pepsi has adopted since 2003, when the company adopted "Pepsi. It's the Cola." Pepsi's main rival Coca-Cola Co. has had "Welcome to the Coke Side of Life" as its tagline since December 2005.

"One of the nice things about the word 'happy' is it's really multidimensional," said Russell Weiner, vice-president of cola marketing at PepsiCo. "When you show consumers, they bring up words like invigorating, uplifting, exciting, fun. The beauty of the word 'happy' is it kind of captures all of them."

One marketing expert said Pepsi could be taking a chance with their new tagline.

"I don't see 'More Happy' as being an especially breakthrough kind of slogan that will work its way deeply into the consumer consciousness," University of Michigan marketing Prof. Rajeev Batra said. "Coke had slogans that haven't resonated all that strongly and this one from Pepsi might fall into that category. It all depends on the execution of it."

As part of the campaign to promote its new slogan, PepsiCo will introduce new can designs. Since 1898, Purchase, N.Y.-based PepsiCo has changed the design of its can a total of 10 times. This year, it plans to launch 35 new designs, with a new one introduced every three weeks. Each comes with a hyperlink that sends consumers to a themed website.

TV advertisements unveiling the "More Happy" slogan are scheduled to air on the Pepsi Smash Super Bowl Bash 2007 show on VH1 airing Saturday at 10 p.m., on the JumboTron during the game on Sunday and again at midnight Sunday.

Past slogans have been "Pepsi: The Choice of a New Generation," "You Got the Right One Baby," "Be Young, Have Fun, Drink Pepsi" and "The Joy of Cola."  Early marketing slogans include ones such as "Twice as Much for a Nickel" (1939), "Taste That Beats the Others Cold. Pepsi Pours It On" (1967) and "Join the Pepsi People, Feelin' Free" (1973).