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Thirsty for new new Coke?

Published Friday, December 17, 2004 by seanlmccarthy | E-mail this post

In a conference call Thursday with stock analysts, the head of Coca-Cola promised the nationwide launch of three new branding trends from the soft-drink giant. The trio of new beverage brands includes 1) Full Throttle, Coke's latest entree into the burgeoning energy drink market, 2) new flavors of Dasani waters, and 3) "an unnamed innovation in regular soft drinks" according to the AP.

What, exactly, qualifies as a beverage innovation? The Atlanta Journal-Constitution, in Coke's HQ, suggests that the new drink could be a lime Coke, a new diet cola called Coke Zero, or a Mountain Dew competitor called Vault.

But them thar ain't exactly what I'd call innovations. Coke already produces diet lime Coke, the zero-calorie Diet Coke and Mello Yello.

Meanwhile, competitors Dr. Pepper/7 Up introduced an innovative soft drink this year called 7 Up Plus -- sweetened with Splenda and injected with Vitamin C, calcium and fruit juice.

So what can Coke do?
a) Put the cocaine back in Coke
b) Reintroduce new Coke as new new Coke
c) Partner with Jack Daniels and Captain Morgan for pre-mixed "loaded sodas"
d) Remove the carbonation and the carbohydrates, leaving the syrup
e) One word: chocolate
f) None of the above

If you picked f), please add your suggestions in the comment box. Thanks.