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."

Marketers Can't Buy Buzz†

Advertising Age, January 31, 2007 — The Beatles said you "Can't buy me love," but marketers' version of that refrain is closer to "Can't buy me buzz."

Coke, Nestle Unveil Calorie-Burning Beverage†

Claim Enviga Can Boost a Drinker's Metabolism

Advertising Age, October 11, 2006 — After years of being blamed for consumers' expanding waistlines, Coca-Cola and Nestle are preparing to launch a carbonated beverage that burns calories.

Brand Innovation: Change isn't All Plain Sailing

Marketing Week, September 22, 2006 — Keeping abreast of social and technological trends through successful product innovation isn't easy for iconic brands, which tend to have embedded cultural systems that defy change, as Coke is finding to its cost. But without such progress, they risk being cast adrift

Queen of Pop

BusinessWeek, August 7, 2006 — How Coke can get its sizzle back

How Failure Breeds Success

BusinessWeek, July 10, 2006 — Brands must take risks in order to continue to grow

Gone Flat

BusinessWeek, December 20, 2005 — The good old days weren't as good as you thought. That's one more reason Coke's latest CEO needs a bold new formula