As custodian of one of the most recognised trademarks in the world, Coca-Cola doesn't tinker with that image lightly. But the Atlanta company is eager to revive its No.1 brand, the market share of which fell in 1997 and was flat in 1998.

The new look tries to accomplish a delicate juggling act, preserving Coke's nostalgic image while also making it edgier. Beginning January 1, Coca-Cola Classic, as it is called in the US, will sport a new label featuring the same iconic contour bottle--but with the cap off and soda fizzing out.

In recent years, Coca-Cola has been emphasising its memorable old bottle in marketing and packaging, to distinguish itself from Pepsi, which lacks an equally nostalgic symbol.

"Always," the Coke Classic slogan since 1993, will be replaced on bottles, cans and signs with "Enjoy," which has made on-again, off-again appearances on Coke bottles for decades. And the 240-milliliter contour bottle will be back in bigger numbers, at least for special marketing and promotional events. The new look eventually will be accompanied by a new ad campaign.

Coca-Cola has a big challenge in the cola category, which has been flagging as non-colas such as Sprite and Mountain Dew soar. Executives at both Coca-Cola and archrival PepsiCo Inc. have been trying for the past few years to find ways to breathe new life into their colas, which still make up the largest chunk of the soft-drink business.

Cola sales peaked in 1990, accounting for nearly 72 per cent of the US market for carbonated soft drinks. But by last year their share had slipped to about 62 per cent, according to Beverage Digest, an industry publication. Nearly half of Coca-Cola's US sales last year came from Coke Classic alone.

But most agree that it's time for a change. "You need periodic upheavals to reignite consumer awareness for a brand," says Peter Sealey, Coca-Cola's ex-marketing chief, who helped oversee the development of the brand's current "Always" campaign nearly seven years ago.

A homage to the past might work, he adds. "Look at the new VW Beetle," he says. "Retro is popular. Older consumers may see the contour bottle as a nostalgic item, and young people could see it as an elegant new design."

So far Coca-Cola isn't talking publicly about its planned changes to the brand, though it has revealed them partially to smoke Coke bottlers.

"The year 2000 is going to be an important one for the brand," says Bob Bertini, a Coca-Cola spokesman. "We have a number of initiatives in the works, but they're still in the development stages."

But what's known so far suggests the changes will be subtle. The contour bottle is already pictured on today's cans, with its cap firmly closed. The little glass bottles are already available across the US in some stores. And while graphics make a nice splash on store shelves, it is the ad campaign for next year that everyone is really waiting for. Coca-Cola is expected to divulge details of the campaign later this year.

To succeed, Coke must appeal both to a core group of consumers--the over-25 crowd--and to teens, who are the biggest per-capita consumers of soft drinks and establish their brand loyalties early. "They've got a tough task," says Michael Bellas, chairman and chief executive officer of Beverage Marketing Corp., an industry consultant. "They have to appeal both to a new consumer while they remain relevant to a huge core consumer base."

One Coke bottler says research shows the graphics and little bottles score well with young consumers. "We haven't been connecting as well as we could," he says. "Teens want something hip, cool and relevant. They think the little contour bottle is really cool."

(The Asian Wall Street Journal)