Gone Flat.

This article focuses on the financial performance of Coca-Cola Co. The truth is that the company hasn't come up with a memorable advertising campaign or a new flavor in years. Ever since the death of the company's Chief Executive Roberto Goizueta in 1997, no one seems able to put life back into the 115-year-old company. The Atlanta, Georgia-based soft drink giant is trading at 6 times last year's revenue of $20.5 billion and 27 times estimated 2002 earnings of $1.78 a share. This year's joint venture of Coca-Cola with the firm Procter & Gamble was ill conceived.