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.