Coke tries to invade the coffee market

[cathyr19355]

The Coca-Cola company has produced yet another product that should not exist: Coke Blak! Because the website uses annoying quantities of Flash, I will not add a link to the actual product page, but you can read the press release here:

http://www2.coca-cola.com/presscenter/nr_20051207_corporate_blak.html

The beverage is, we're told, a combination of Coke and coffee--but let's allow the Coke marketroids to say it in their own words:

"Coca-Cola Blāk is not just a flavor extension. It is a blend of unique Coke refreshment with the true essence of coffee and has a rich smooth texture and has a coffee-like froth when poured. We believe we have created a new category of soft drink – an adult product in a carbonated beverage – and a whole new drinking experience."

The first thing I thought when I learned about this product from a nearby billboard was, "God, what a disgusting idea." But the second thing I thought was, "Why?"

If you think for a second, the answer's pretty obvious. The clue is "adult product in a carbonated beverage."

The Coca-Cola Company used to sell lots of beverages to both adults and kids. Then, the coffee craze descended upon us, courtesy of Seattle and Starbucks. When Starbucks took off, coffee-flavored beverages were everywhere! Now you can even purchase frappamochacinos and the like from Dunkin Donuts franchises and grocery stores.

The Coca-Cola people surely must have thought, "How can we capitalize on this massive thirst for coffee?" And Blak is their answer.

Or maybe it will be their biggest failure since New Coke. Time will tell--and those of us who follow the follies of the multinationals will be watching.

Comments

[ambug666.livejournal.com]

I have tried it. It... well... it sucked. Wow, was it awful. Just as bad as Pepsi Kona.

[cathyr19355.livejournal.com]

That's what I'd expect, but since I hate the taste of coffee I don't consider my opinion on this issue to be a reliable indicator of how a coffee-flavored beverage might do in the world (or even the American) market.

[tafkad.livejournal.com]

Happy birthday, BTW! Hope you had a wonderful one. :-)

[cathyr19355.livejournal.com]

Oh, I did! You must have missed the post where I *describe* how I'm spending my birthday. Go back to the post immediately before this one.

[metalfatigue]

Coca-Cola Blake?

Well, that's how I automatically pronounce "Blāk." Second most-likely pronunciation would be "Blaahk." Neither of those sounds potable to me.

[cathyr19355.livejournal.com]

I think your second pronunciation was what they had in mind. "Black" with a very hoity-toity upper class accent.

[treebones.livejournal.com]

I suspect it will be a failure. Despite that, I've tasted it, and kind of like it. (:

[cathyr19355.livejournal.com]

Then get it while it lasts! I agree with ambug666; it's likely to go the way of Pepsi Kona. (Honestly, you'd think the soda bottlers would at least learn from each other's recent mistakes, even if they don't learn from history.)

[thatguychuck.livejournal.com]

I don't think it will be as large a failure as New Coke, if only because they haven't stopped producing their standard Coke. I don't expect it will take off, but will likely go the way of Lime flavored Coke. I don't remember seeing it recently, but I know I've seen it before.

Coffee and Coke mixed? Ick.

Hmm... maybe good over ice cream though. :)

[cathyr19355.livejournal.com]

Lime-flavored Diet Coke, at least, isn't too bad. The lemon-flavored Diet Coke, on the other hand, is awful--landley compared it to lemon Cascade dishwasher detergent.

[etain.livejournal.com]

It's all about marketing, I think. Blak is a better idea than Kona because it sounds more edgy and adult.

If you haven't, read Syrup sometime. I'd so buy Fukk.