Skip to comments.Coke dropping 'Classic' tagline from logo
Posted on 01/30/2009 3:01:28 PM PST by Daffynition
NEW YORK (AP) -- Neither "New" nor "Classic," Coke is simply itself again.
Two decades after adding the designation, the Coca-Cola Co. is removing the word "Classic" from its prominent location on the flagship cola sold in the U.S., a company spokesman said Friday.
"The reason for being, for classic as a descriptor, has all but disappeared," spokesman Scott Williamson said.
The "Classic" tagline -- right under the script Coca-Cola logo -- was added in 1985, when the company introduced a formula that consumers called "New Coke." New Coke never caught on and was sold sparingly until it was dropped in 2004.
Coke Classic is the leading soda brand in the world. About 1.7 billion cases of Coke Classic were sold in the U.S. in 2007, according to Beverage Digest. The trade journal reported the removal of the "classic" name earlier Friday.
Williamson said Coca-Cola decided to make the change as it launches a new global marketing campaign it's calling "Open Happiness." He said it was not an appeal to younger consumers, although the company has said before it wants to appeal to younger drinkers as soda sales decline in the U.S.
"Taking it off will modestly contemporize the brand because, to some people, classic doesn't sound youthful and contemporary," Beverage Digest Editor John Sicher said.
(Excerpt) Read more at finance.yahoo.com ...
It the real thing again.
New Coke was some nasty stuff.
Not as bad as Crystal Pepsi or Mountain Dew Black (Mountain Dew with grape flavoring and coloring added), but nasty.
They tinkered with the formula of Coke and people hated it, so they hastily added “Classic” to the orignial formula as damage control.
I guess they now believe the memory of New Coke has passed on for good.
New Coke? Bush’s fault!
> New Coke was some nasty stuff.
I can just barely remember what it tasted like. I didn’t like it, and switched to Pepsi.
I still prefer Pepsi to Coke, but Pepsi isn’t as ubiquitous in NZ as it would be in the US — so Coke will have to do most of the time.
Now, if only we could get rootbeer down here, my joy would be complete!
I had a soda made with cane sugar for dinner last night.
Man oh man, was it good.
Ok, so the real question is, is Coke legally entitled to do so now after switching its recipe from sugar to corn syrup and being forced to acknowledge the change, or was that a myth?
“Classic” Coke is not the same stuff from the 50’s.
Coke, in the UK, never said “Classic” on it because they never marketed it there. It seems that the folks in the UK actually liked the taste of New Coke, because it was very close to Pepsi. New Coke is still marketed in the UK....
what kind of soda is made with cane sugar?
Almost. Here's the real thing. Sweetened with cane sugar and available in pull-tab cans. Too bad you have to travel to Arabia to get some.
That's the only Coke I buy now.
Hansens's is fairly common. Lots of other "small-batch" sodas. Pretty much any soda outside of the United States where sugar tariffs keep the price of sugar artificially high making HFCS the preferred commercial sweetener.
LOL—I love that stuff, but if I’m going to spend upwards of $1 per 12 liquid ounces of something, it’d better have alcohol in it.
But where does the water come from?
A professor at my school let it slip one day that she was part of the team that decided to change the formula, I have had her for several classes over the past couple of semesters and we manage to harass her at least once a week over it.
I buy that a lot -- a little pricey but it's much nicer.
And we're talking about the cola here, just to be clear.
You are Madison Ave smart!
That fiasco happened in the 80's. Reagan's fault :-)
Mmmmmmm, yummy. Dublin Dr. Pepper?
Considering the quality, -not too bad.
I can’t find that price in Chicago (although I haven’t been looking that assiduosly).
Might just be in southern states, but many stores sell Coke made in Mexico. Its made from cane sugar instead of high-fructose corn syrup used in the American version.
Even a blind squirrel finds a nut once in a while
Gah. Forgive the spelling.
I buy that a lot -- a little pricey but it's much nicer.
And we're talking about the cola here, just to be clear
What... you mean, ...ohhhh... uh, yeah. We're talkin' about the "soft drink". Sure.
I will go out and stockpile classic coke then!
After the New Coke/Coke Classic fiasco, the cola was never the same.
Coke Classic was not the same cola of the pre-New Coke era. It just didn’t have the same fizz, the same taste, the same oomph.
Open a Coke Classic and it will go flat in 15 minutes. Open an Original Coke and it still had fizz the next day.
Coke at costco comes in from Mexico with real sugar in it. Or so I was told.
Coke from Mexico uses sugar cane (original formula) for sweetener instead of corn syrup. Result- smooooth and does not burn the mouth.
I bought some in 10oz glass bottles
last year from a Mexi-specialty grocery store here in the mid west.
I loves me some rootbeer - A&W, Barq’s, MUG, Stewart’s, etc.
My all time favorite, though, is Vernor’s Ginger Ale. One of the best things ever to come out of Michigan.
Vernor’s is the BEST! Ever had a “Boston Cooler”?
a lady friend of mine, who happens to be Jewish, tells me there is a Kosher Coke available during certain times of the year (such as Passover). It too, apparently uses real sugar instead of corn syrup.
Had one last night, as a matter of fact. :-)
I drank Vernors Ginger Ale when I lived in western NY.
I rather drink lukewarm used dishwater than Coke.
We haven’t been back to Ohio for awhile so we’re out of Vernor’s. We’ve gotten it in Florida too.
I buy tons of Mexican coca-cola.
Real cane sugar makes a difference.
The world has changed in many ways since pharmacist, John Styth Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta, Georgia. However, the pure and simple magic of one thing remains the same - Coca-Cola. The name and the product mean so many things to hundreds of millions of consumers around the globe. Coca-Cola products are served more than 705 million times every day, quenching the thirsts of consumers in more than 195 countries in every climate. That’s a long way to come after such a modest beginning...
May 1886 - Pemberton concocted a caramel-colored syrup in a three-legged brass kettle in his backyard. He first “distributed” the new product by carrying Coca-Cola in a jug down the street to Jacobs Pharmacy. For five cents, consumers could enjoy a glass of Coca-Cola at the soda fountain. Whether by design or accident, carbonated water was teamed with the new syrup, producing a drink that was proclaimed “Delicious and Refreshing.” Dr. Pemberton’s partner and bookkeeper, Frank M. Robinson, suggested the name and penned, in the unique flowing script that is famous worldwide today, “”.
1886 - Sales of Coca-Cola averaged nine drinks per day. That first year, Dr. Pemberton sold 25 gallons of syrup, shipped in bright red wooden kegs. Red has been a distinctive color associated with the No. 1 soft drink brand ever since.
1891 - Atlanta entrepreneur Asa G. Candler had acquired complete ownership of the Coca-Cola business. Pemberton was forced to sell because he was in a state of poor health and was in debt. He had paid $76.96 for advertising, but he only made $50.00 in profits. Candler acquired the whole company for $2,300. Within four years, Candler’s merchandising flair helped expand consumption of Coca-Cola to every state and territory.
1893 - In January “Coca-Cola” was registered in the U.S. Patent office.
1894 - The first syrup plant outside of Atlanta was opened in Dallas.
1899 - Chandler’s great achievement — large scale bottling of Coca-Cola
1906 - The first two countries outside the United States to bottle Coca-Cola were Cuba and Panama
1915 - The Root Glass company created the Coca-Cola contour glass bottle.
1917 - 3 Million Coke’s sold per day. “” is the worlds most recognized trademark.
1919 - The Coca-Cola Company was sold to a group of investors for $25 million.
1923 - The Coca-Cola Company was sold after the Prohibition Era to Ernest Woodruff for 25 million dollars. He gave Coca-Cola to his son, Robert Woodruff, who would be president for six decades.
Woodruff’s leadership took the business to unrivaled heights of commercial success, making Coca-Cola an institution the world over. Woodruff was an influential man in Atlanta because of his contributions to area colleges, universities, businesses and organizations. When he made a contribution, he would never leave his name, this is how he became to be known as “Mr. Anonymous.”
During the Woodruff era, Mr. Woodruff made a promise to the armed forces of the United States to supply Coca-Cola to every serviceperson. He said that costs and location did not matter, he supplied 5 billion bottles to the service.
Robert Woodruff did have one dubious distinction, he raised the syrup prices for distributors. But he improved efficiency at every step of the manufacturing process. Woodruff also increased productivity by improving the sales department, emphasizing quality control, and beginning large-scale advertising and promotional campaigns. Woodruff made Coke available in every state of the Union through the soda fountain. For all of these achievements he earned the name, “The Boss”
1923 - Woodruff introduced the six bottle carton
1925 - 6 Million Coke’s sold per day.
1927 - The first Coca-Cola radio advertisement.
1928 - Sales of bottled Coca-Cola surpassed fountain sales for the first time.
1929 - Coca-Cola was made available through vending machine
The Coca-Cola bell glass was made available
1931 - The Coke Santa was introduced as a Christmas promotion
1934 Johnny Weissmuller, and Olympic champion swimmer, and Maureen O’Sullivan, a motion-picture star, appeared on a metal serving tray for Coca-Cola.
1940 - Coke is bottled in over 40 countries.
1943 On June 29, an urgent cablegram arrived from General Dwight Eisenhower’s Allied Headquarters in North Africa, requesting 10 Coca-Cola bottling plants to serve American servicemen overseas. Eventually, 64 plants were set up during WWII.
1950 - Advertising on on the television began. Currently Coca-Cola is advertised on over five hundred TV channels around the world.
1952 - “The Big Beverage”, the first novel about Coca-Cola, was written by William T. Campbell.
1960 - The twelve ounce Coke can was introduced.
1961 - Sprite was introduced.
1971 - The song “I’d like to Buy the World a Coke” was released.
1977 - The Coca-Cola contour bottle was patented
1978 - The two liter bottle was introduced, and during that same year the company also introduced plastic bottles
1979 - Fifteen hundred employees moved to the new corporate headquarters in Atlanta located on North Avenue. The new corporate headquarters came to be known as “The Tower.”
1982 - Diet Coke was introduced in July.
1985 - The Coca-Cola Company made what has been known as one of the biggest marketing blunder. They stumbled onto a new formula in efforts to produce diet Coke. They put forth 4 million dollars of research to come up with the new formula.
The decision to change their formula and pull the old Coke off the market came about because taste tests showed a distinct preference for the new formula. The new formula was a sweeter variation with less tang, it was also slightly smoother. Robert Woodruff’s death was a large contributor to the change because he stated that he would never change Coca-Cola’s formula. Another factor that influenced the change was that Coke’s market share fell 2.5 percent in four years. Each percentage point lost or gain meant 200 million dollars. This was the first flavor change since the existence of the Coca-Cola company. The change was announced April 23, 1985 at the Vivian Beaumont Theater at the Lincoln Center. Some two hundred TV and newspaper reporters attended this very glitzy announcement. It included a question and answer session, and a history of Coca-Cola. The debut was accompanied by an advertising campaign that revived the Coca-Cola theme song of the early 1970s, “I’d Like to Buy the World a Coke”
The change to the world’s best selling soft drink was heard by 81 percent of the United States population within twenty-four hours of the announcement. Within a week of the change, one thousand calls a day were flooding the company’s eight hundred number. Most of the callers were shocked and/or outraged, many said that they were considering switching to Pepsi. Within six weeks, the eight hundred number was being jammed by six thousand calls a day. The company also fielded over forty thousand letters, which were all answered and each person got a coupon for the new Coke. Many American consumers of Coca-Cola asked if they would have the final say. When Pepsi heard that the Coca-Cola company was changing its secret formula they said that it was a decision that Pepsi tastes better. Roger Enrico, the president and CEO of Pepsi-Cola wrote a letter to every major newspaper in the U.S. to declare the victory.
Coca-Cola management had to decide: Do nothing or “buy the world a new Coke”. They decided to develop the new formula.
1985 - July 10, eighty-seven days after the new Coke was introduced, the old Coke was brought back in addition to the new one. This was greatly due to dropping market share and consumer protest. The market share fell from a high of 15 percent to a low of 1.4 percent. This was said to be a classic marketing retreat. Coca-Cola executives admitted that they had goofed by taking the old Coke off the market. The Coca-Cola company’s eight hundred number received eighteen thousand calls of gratitude. One caller said they felt like a lost friend had returned home. The comeback of old Coke drove stock prices to the highest level in twelve years. This was said to be the only way to regain the lead on the cola wars.
1988 - Coca-Cola was the first independent operator in the Soviet Union.
1993 - Coca-Cola exceeds 10 Billion cases sold worldwide.
1993 - Advertising slogan -”Always Coca-Cola”.
1995 - Coke was consumed aboard the Space Shuttle Discovery — marking the third trip into space for Coca-Cola and the first for Diet Coke.
1996 - The Summer Olympics will be held in Atlanta, Georgia, the home of Coca-Cola.
For more than 65 years, Coca-Cola has been a sponsor of the Olympics.
One great earmark that the Coca-Cola Company has is helping the people of Atlanta. They accomplish this through scholarships, hotlines, donations and contributions. Another large accomplishment that the Coca-Cola has, is being the first company to make and use recycled plastic bottles. One way to see all of the achievements of the Coca-Cola company is to visit the World of Coke in Atlanta. It houses a collection of memorabilia, samples of the products, exhibits, and many other exciting items. All of what has been said is the basis of what Coca-Cola was built on. Without societies help, Coca-Cola could not have become over a 50 billion dollar business. Keep on consuming the world’s favorite soft drink, Coca-Cola.
Until the 1960s, both small town and big city dwellers enjoyed carbonated beverages at the local soda fountain or ice cream saloon. Often housed in the drug store, the soda fountain counter served as a meeting place for people of all ages. Often combined with lunch counters, the soda fountain declined in popularity as commercial ice cream, bottled soft drinks, and fast food restaurants came to the fore.
I’ve had Hansen’s before. The Mandarin-Lime soda is some mighty fine pop.
It never tasted quite right to me when it returned as “Classic”. I can’t say for sure but I believe they eliminated sugar when it came back and just used corn syrup. The woman I talked to at Coke HQ said the only place you could get it with sugar was in kosher stores, and I did that for awhile, but now I’ve gone over to the dark side aka Pepsi.
I’ll take a Coke-Classic over Pepsi-Gay anytime.
I wish I could get some! Is there a .05 deposit on those bottles?
Forget the soda ...I’ll take the bottles.