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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.
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