The love affair is over. After so many hot summer days together, nights out, nights in and cosy Christmases, we’re moving on.

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.

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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.

While Coca-Cola owns various other brands, it hasn't had large-scale success with products that aren't carbonated drinks. Photo / Getty Images
While Coca-Cola owns various other brands, it hasn't had large-scale success with products that aren't carbonated drinks. Photo / Getty Images
There was no fizz in Coca-Cola Life. Photo / Getty Images
There was no fizz in Coca-Cola Life. Photo / Getty Images

The makeover

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.

Debate on this article is now closed.