Coca-Cola has lost its fizz of late. With the war on sugar raging, the brand lost £30m in UK retail sales last year - as arch rival Pepsi enjoyed a boom driven by its sugar-free Pepsi Max So Coca-Cola revealed a shake-up that will bring the four sub-brands under a single Coca-Cola brand. The plan is designed to raise the profile of Coke's no and lower calorie products and help consumers better understand their role. This is a classic example of confusion between brands, communications and packaging which Coca-Cola hope to try and resolve.
