Back in early March,
Marketing Blurb mentioned that Coca-Cola was introducing
new 
drinks during the Oscars. One drink, called
Blak, is a “coffee” cola containing about twice the caffeine of Coke Classic, but fewer than half the calories. Coke believes the product is target to sophisticated adults. Well, we hate to disagree, but sophisticated adults do not drink soft drinks,
period. Also, there is
coffee, and there is
cola. Despite the magic ingredient of caffeine, these drinks are
not interchangeable. No, coffee drinkers will not touch the stuff, and no, soda drinkers would touch the stuff either. Yes, it is true that rival Pepsi Co. is moving ahead in the coffee and tea market, but not with a concoction like this. Coca Cola is preparing Blak TV commercials for prime time, and distributing 1 million free samples at film festivals and food and wine show.
Marketing Blurb believes the product will fail. Yes, we could be wrong. But if we are right—you read it here.
The Wall Street Journal has more (paid subscription required.)
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