COCA-COLA is the new BLĀK

The Coca-Cola Company today announced that it will launch Coca-Cola Blāk in January in France, the first of several countries – including the United States - that are expected to introduce the new Coca-Cola and coffee fusion in 2006.

Coca-Cola Blāk is an invigorating and stimulating blend that has a perfect balance of the effervescent taste sensation of Coca-Cola and natural flavors, with real coffee. The lightly carbonated, mid-calorie beverage, which is designed to appeal to adult consumers, is yet another example how The Coca-Cola Company reaches out to new audiences and addresses new beverage occasions.

"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. This brand is ideal for any part of the day when people are looking for renewed energy or simply to take a break," said Marc Mathieu, vice president, Global Core Brands, The Coca-Cola Company.

The launch will be supported by television, print, outdoor and in-store communication. Advertising and creative for Coca-Cola Blāk will be developed locally and regionally.