The Return of Classic Coke: Are Big Brands A Decade Late to the Party

A trip to the local Waitrose supermarket last week revealed something many of you will have noticed as well. Classic Coke is back for the first time since the ill-fated and short-lived rebrand to New Coke in the early 1980s.

This time around, in the new age of health conscious consumers and with pressure growing to address obesity - one of the major public health issues of our time - Coca-Cola has decided to change its Coke Zero brand to look and feel like the full fat version, with Classic Coke the option for those with (very) sweet tooths.

Make no mistake, this is a pivotal moment for the business. Coming as it does 36 years after the introduction of Diet Coke, this rebrand is an acknowledgment that the business has reached a tipping point.

But is it far too late?

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