What the heck are “sparkling beverages”? Coke and Pepsi, actually.
Cola makers’ semantic shift aims to refresh
By Andrew Ward in Atlanta
Updated: 11:12 p.m. CT Feb 23, 2007
When Neville Isdell, chief executive of Coca-Cola, addressed investors following the group’s fourth-quarter results last week, there was something missing.
Not once during the hour-long conference call did he use the words “carbonated soft drink”, the industry term for the company’s sweet, fizzy liquids.
Instead, Mr Isdell introduced a new description: “sparkling beverages”.
The change in language is part of wider efforts by Coke and Pepsi to refresh the image of their flagship products, amid increasing competition from healthier, non-carbonated beverages.