According to reports first published in the trade publication Beverage Digest, the Coca-Cola Company intends dropping the word “Classic” – which can be seen just below the “Coca-Cola” lettering - from its labels in a few Southeast areas. Company sources say that the word would disappear from its entire packaging by summer this year! 

It was in 1985 that the word “Classic” first made its appearance on the Coca-Cola labels; the move marking one of the infamous gaffes in marketing history. The designation helped differentiate between the original formula and sweeter, outrageously unpopular new version of Coke.

Referring to the new Coke fiasco, Paul Worthington - strategy head for branding firm Wolff Olins - said: “It’s been, probably, one of the most talked-about case studies ever. The company failed to understand the emotional significance to people that messing with Coke would have.”

The introduction of new Coke hammered the Coca-Cola sales. The company’s complaints hotline kept buzzing continually, with nearly an average of 1,500 calls daily, and people almost boycotted the company.

Within about ten weeks after the new Coke was introduced, the company brought back the original formula, adding the word “Classic”. Instantly, Coca-Cola Classic began to outperform new Coke, and rejuvenated the sales of the company.

The font size of the “Classic” has been getting smaller with years, and since the new Coke vanished from the shelves eons ago, the designation “Classic” is now a mere tag!