Coca-Cola looks set to bring back new take on giant failure
Coca-Cola looks set to bring back new take on giant failure.
It's rare these days for me to feel anything but frantic. I cover AI for a living, after all.
But sometimes I just want to let loose, and apparently that means cracking open a can of Coke and eating some fried chicken.
Yes, Coke, as in the dark soda loaded with sugar. So, to the GLP-1 crowd and fitness guys: sue me.
What Coca-Cola fans like me appreciate is that it's built an empire on giving the people what they already know and love. That makes its latest move especially interesting.
The beverage giant is revisiting an idea that proved a clear misfire at the time, but the market may have evolved dramatically since then.
What fell flat on its face the first time could now land in a much friendlier environment, particularly as Gen Z chases bolder flavors and social-media-driven drink trends.
Coca-Cola seems as if it isn't done experimenting with heat after all.
The beverage giant filed a trademark application on July 9 for the name "Spricy," saying it has a "bona fide intention" to use it for soft drinks, according to FoodDive .
Whether the name suggests a product equivalent to Coca-Cola Spiced 2.0, or a possible spicy Sprite-related drink, remains to be seen.
The U.S. Patent and Trademark Office is expected to review the application within five to six months.
Trademark attorney Josh Gerben said the filing gives Coca-Cola a priority date that can prevent competitors from adopting the same or a similar name.
As he explained in a blog post, even if Coke receives conditional approval, "the company would ultimately need to begin selling products under the 'Spricy' name before the trademark can be fully registered."
And it seems the market might be a lot more receptive this time.
According to Keurig Dr Pepper's 2026 State of Beverages report , 58% of Gen Z and Gen Alpha consumers are interested in unexpected flavors, while 57% favor globally inspired options, and 56% are drawn to limited-edition drops.
Additionally, social media is also shaping what younger consumers are willing to try. An Attest survey conducted in early 2026 found that 56% of Americans ages 18 to 27 use TikTok daily , while the same percentage said social media content influences their food and beverage purchases.
That's why Coca-Cola might be reviving an idea for an audience that now appears far more willing to embrace strange, limited-time, and social-media-ready flavors.
Coca-Cola Spiced was a bold attempt at the time to make the 140-year-old beverage giant feel new, but the product appeared to move faster than consumer demand.
Coca-Cola developed the raspberry-flavored soda in just seven weeks before discontinuing it later in 2024, according to The Food Institute .
