Seeking to rebound from declining sales and market share, The Coca-Cola Company recently unveiled its much-anticipated Coca-Cola Blak, a new cola-coffee mix that the company hopes will win over coffee-lovers of the 35-and-up crowd.

According to Marc Mathieu, the company's VP of Global Core brands, Coca-Cola Blak is more than a flavor extension. In a company statement, Mathieu calls the drink "a blend of unique Coke refreshment with the true essence of coffee." Highlighting the drink's java-like quality, the brand chief added that Blak "has a rich smooth texture and a coffee-like froth when poured."

The world's top beverage company ramped up product-development efforts in 2005, adding over 1,000 new drinks to its portfolio of products. But unlike line extensions such as Coca-Cola Zero or Diet Coke, Coca-Cola Blak breaks new ground. "We believe we have created a new category of soft drink--an adult product in a carbonated beverage--and a whole new drinking experience," Mathieu said of the coffee drink. "This brand is ideal for any part of the day when people are looking for renewed energy or simply to take a break."

With the launch of Blak, Coke is making good on promises to revitalize its sagging brand. The company recently replaced its "Real" tagline with new global slogan "Welcome to the Coke Side of Life," and analysts say additional coffee drinks are in development to compete against Frappuccino and DoubleShot, two successful products produced through a partnership between PepsiCo and Starbucks.