A report in Beverage Digest says that The Coca-Cola Company (NYSE: KO) will be removing the word "Classic" from the packaging of its eponymous cola in the U.S., in order to eliminate any unwanted, old-timey associations. "Some people interpreted it like a vintage car," explained Hendrik Steckhan, president of Coke's North American carbonated business.
The "Classic" modifier was originally added in 1985, to help distinguish the company's namesake soda from the marketing disaster that was New Coke. Now, Coke is hoping to skew younger by ditching the tag from its brand, says the trade publication, since it's catering to a new generation of consumers who were just a glimmer in their parents' eye around the time of the New Coke fiasco.
In fact, the lettering used for the word "Classic" has been scaled down in size over the years, suggesting this shift has been in the works for quite some time. The Digest also notes that some bottles of Coca-Cola are already being sold in the southeastern U.S., sans "Classic."
While Coke is busy revitalizing its namesake brand, the company's stock is showing a remarkable lack of vitality itself. The shares have tumbled 33.6% from their January 2008 peak, and staunch technical resistance looms overhead from their 10-week and 20-week moving averages. As the former of these trendlines continues its descent into the low 40s, intermediate-term support in the 40-to-42 neighborhood will be put to the test.
Elizabeth Harrow is an analyst and financial writer in the research department at Schaeffer's Investment Research. She is featured in the video series Schaeffer's Daily Q&A on SchaeffersResearch.com.
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Reader Comments (Page 1 of 1)
1-30-2009 @ 1:43PM
linebeginstoblur said...
I actually liked the Classic label. Sure, I know its origins involve distinguishing itself from New Coke, but I still use it today to distinguish itself from Diet Coke, Coca-Cola Zero, and especially things like Coca-Cola Cherry. The same goes for other items, like the Lay's Classic variety.
1-30-2009 @ 4:17PM
TX CHL Instructor said...
I quit drinking any beverage containing phosphoric acid in 1999. There were several differences I noticed within a few days, one being that my restless leg syndrome (RLS, a sleep disorder) went away. Completely, and permanently.
Phosphorus is something your body needs, but it is not possible to have a phosphorus deficiency without having several other deficiencies first. The only way that the human body has to get rid of *excess* phosphorus is by combining it with calcium. It gets the calcium from the bones. It is difficult for the human body to absorb enough calcium to offset the loss from a single coca-cola ingested daily, even with massive supplementation.
It's basically osteoporosis in a can. Or bottle.
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