Coke Turns to Coffee for Caffeine Sales Jolt

04 April 2006

If Starbucks and its ilk can make a fortune from coffee, the Coca Cola Company can do the same - or so it hopes.

The Atlanta-headquartered soft drinks behemoth is splashing millions of marketing dollars to launch its Blak brand, a coffee-flavored soda.

The new beverage, which contains twice the caffeine but half the calories of Coke Classic, is aimed at perking up sophisticated consumers.

Blak is just one of the innovations under rollout by ceo Neville Isdell as the company strives to reverse sagging carbonated drinks sales in the US.

In addition to coffee, Coke has jumped on the soy and tea bandwagons, with the launches of Odwalla and Gold Peak respectively.

Data sourced from Wall Street Journal Online; additional content by WARC staff