Amid mounting speculation over its new and hitherto unnamed reduced calorie cola, Atlanta-headquartered colossus Coca-Cola has finally christened its compromise brand [cue drum roll] ... C2.

Market tested as Coke Ultra, C2 will launch in advance of the July 4 holiday and is expected to pack around half the sugar, calories and carbohydrates -- and, it is claimed, all of the taste -- of Coca-Cola Classic.

The ad agency for C2 is reportedly Berlin Cameron/Red Cell in New York, while promotional effort is entrusted to Interpublic unit Momentum in St Louis.

But this is all speculation, according to Coke, which it "cannot confirm or deny".

Data sourced from:; additional content by WARC staff