Coke system executives say Coca-Cola Co is considering U.S. launch of mid-calorie cola with initial promotional focus on/around July 4th. If plans proceed, product would hit market in June time-frame. Development/plans being executed under internal company code-name: "Project Freedom." Name of product. Sources say company may use name "C2" for new product. Coke would not confirm this, and one source cautions: "It's not final." Sources say "C2" name is meant to connote several ideas, including: another version of Coke; reduced calories + carbs. C2 would have 50% calorie/carb reduction. Coke may launch mid-cal cola in an Asian market before U.S. launch. Graphics. U.S. can package graphics said to incorporate red background; "Coca-Cola" logo in black set vertically; "C2" above logo. Ads. Coke has chosen NY ad agency Berlin Cameron to handle mid-cal cola advertising, according to ad press.
Plus. Coke is also considering new meal replacement beverage: "Minute Maid Fruit Solutions." Product could be either whey- or soy-based. Source describes it as evolution from "Minute Maid BeginIt" whey-based product tested some years ago but never introduced (BD 4/13/01). Coke recently applies for batch of "Minute Maid Fruit Solutions" trademarks. Introduction -- if at all -- not likely this year, though test of product said possible.
Pepsi. Pepsi has already announced its mid-cal cola using name "Pepsi Edge" (BD 3/9/04). That product will have 50% reduction in calories/carbs vs regular Pepsi. Pepsi now plans late summer launch. New Dew. Pepsi bottlers say company will introduce "Mt. Dew Pitch Black" as fall in/out of market product. With that name, Halloween-themed promotions said likely. Pepsi also confirms return of Mt. Dew LiveWire from late March through mid-July. Cadbury. Company still considering cherry-vanilla flavored mid-cal version of Dr Pepper. Possible late summer launch; but final decision still pending.
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