After nearly 25 years, the nightmare of "New Coke" may finally be over.

The Wall Street Journal is reporting today that Coca-Cola "has quietly removed the word (classic) from the label of a new 16-ounce bottle of Coca-Cola that is being sold in some southeastern U.S. markets, as part of a broader plan to refresh the brand's image, according to a report in industry publication Beverage Digest."

Taking the "Classic" out of "Classic Coke" is supposed to make the sugary water more appealing to young people. Exactly why and how that is supposed to happen is anybody's guess. The truth is that people of all ages drink soda, but their numbers are dwindling. That's why companies such as Coke are making a big push into non-carbonated beverages.

Can you imagine the meetings that occurred at Coke's Atlanta headquarters before this momentous decision was made? I am sure there were many sleepless nights in the marketing department. They had to ask themselves, do they want people to remember how Coke changed its formula in 1985 and was forced by outraged consumers to change it back? The new "old" Coke was given the name "Classic" to distinguish itself from the attempted change no one liked.

About the only thing "classic" about the soda was the lesson it taught business school students that if it ain't broke, don't fix it.

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