Coca-Cola is dead, and no one is sorry.
The iconic brand has tried everything to keep that fizz going. As it realised people were turning on its signature teeth-rotting drink, it created diet choices.
When the healthy eating movement decided sugarfree sodas were almost as bad, it came up with Coca-Cola Life, made with natural sweetener stevia.
It unveiled new packaging, "unifying" its labelling so that all of its drinks feature a red disc like the original Coke, so fans feel more like they're drinking The Real Thing.
Tragically, what the brand just doesn't understand is that's precisely what we're no longer interested in.
It's not you, Coke, it's us.
With more choices than ever, customers are increasingly discerning about the brands they choose.
The healthy trend has come hand-in-hand with a movement towards boutique, niche products, which give the illusion of being better for you, even if they aren't.
Mr Dart gives the example of beer. While low-carb versions of regular beers haven't been a huge success, craft beers are everywhere.
The same applies to cider. We love to see labels mentioning organic apples — it sounds healthier — and the drink has seen huge growth in China.
"They just need to reinvent themselves and build a strategy around another brand," said Mr Dart. "They need a strategic direction and it needs to happen at board level."
Can we still work things out with Coca-Cola? Or will we be watching the bubbles as it sinks without a trace?
Pepsico have achieved it too, growing into a far bigger brand than Coca-Cola.
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