Coke 'Classic' No Longer

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    NEWSLETTERS

    TK
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    These cans of Coca-Cola may one day be a collector's item.

    Coca-Cola Corp. is ending its almost 25-year experiment with the "Classic" label on its flagship cola, The Wall Street Journal reported Friday.

    The newspaper said Atlanta-based Coke has quietly removed the word from the label of 16-ounce bottles of soda being sold in some southeastern U.S. markets. Quoting a report in trade publication Beverage Digest, the paper said the move is part of a broader plan to polish the brand's image and make it more attractive to young consumers who may see the "Classic" label as too stodgy.

    A Coke spokesman couldn't be reached immediately for comment, the paper said.

    In 1985, Coke introduced New Coke in an attempt to boost flagging sales. Although it had been taste-tested in many markets the new brand failed and after 79 days, Coke brought back the old formula with the "Classic" label.