I just read where Coke CEO, E. Neville Isdell refrained from using the word carbonated in a recent earnings call with investors. Instead he used the word “sparkling” in part to apparently put some distance between his company, which is the leader in the carbonated beverage category and the use of this “tired old term for the weakening category.” The AdAge story goes on to say if he can pull this off he will go down as the”sultan of spin.” All I can say is give me a break! Coca-Cola is a carbonated beverage! Domaine Chandon is a “sparkling” white wine. Moet Chandon is a Champagne because its grapes where harvested in the Champaign region of France.
In case you are wondering he used the word “still” to refer to non-carbonated beverages.
So the next time you go into a restaurant and the wait staff asks what you would like to drink tell them you’d like a “sparkling” coke with rum and let’s see if that doesn’t bring a smirk to their face.
Mr. Neville — get serious!
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