COKE NAMES NEW 'MID-CALORIE' COLA AS C2

Brand to Launch Before July 4 Holiday

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CHICAGO (AdAge.com) -- Coca-Cola Co. has named its reduced-calorie
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cola C2 and is planning to launch the brand ahead of the July 4 holiday, according to executives close to the marketer.

'Ultra' test name
Tested under the name Coke Ultra, the so-called mid-calorie carbonated soft drink is expected to have about half the sugar, calories and carbohydrates of Coca-Cola Classic.

WPP Group's Berlin Cameron/Red Cell, New York, will produce the advertising and Interpublic Group of Cos.' Momentum, St. Louis, will handle promotions.

A Coca-Cola spokesman said the company "cannot confirm or deny any speculation."

Pepsi's 'Edge'
Meanwhile, Pepsi-Cola North America has announced that it, too, believes a growing number of consumers regularly switch between diet and regular soft drinks and it is launching its own mid-calorie drink -- Pepsi Edge -- for them.

Pepsi claims that roughly 60 million people are so-called dual users who regularly consume both diet and regular colas.

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