Coke unveils new marketing strategy

31 January 2009

The Coca-Cola Co will soon drop the word ''Classic'' from its main beverage's label in North America. The move comes as the Atlanta-based beverage giant launches a new global marketing campaign, "Open Happiness."

''It felt like the right time,'' said Coca-Cola spokesman Scott Williamson. ''We're launching new global advertising, and 'Open Happiness' gives us a chance to harmonise Coca-Cola's name in North America with every other country in the world where it's enjoyed.''

The ''Classic'' designation, which appears under the ''Coca-Cola'' script on labels, was added to the packaging in 1985, to distinguish the original formula from a sweeter, wildly unpopular new version of Coke.

New Coke has long since disappeared from shelves, making the ''Classic'' qualification unnecessary. The font size of the ''Classic'' has been shrinking in the last decade, and the company removed it from labels in Canada in 2007.

However, there will still be references on the side of the label to the product being Coke's ''classic original formula.'' The company emphasised the formula for its flagship product is not changing.

The new Coke introduction was one of the more noteworthy debacles in marketing history. Coca-Cola had concocted a sweeter formula for its cola soft drink, and it replaced the original formula in April 1985.