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FEB 2007

Looks Who's Calling Itself 'Sparkling'†

Coke Drops the Word 'Carbonated'

Advertising Age, February 19, 2007 — If he pulls this off, E. Neville Isdell could go down as the sultan of spin. Several times during a fourth-quarter earnings call with analysts, Coca-Cola's Chairman-CEO refrained from using the tired old term for the weakening category in which his company's flagship competes. At least a dozen times during the call, the word "carbonated" was swapped with a far more friendly term, "sparkling," while the word "still" was used in place of "noncarbonated."

Category: Brand Strategy
Tags: Coke, Naming, New Products, Repositioning

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