Former Exec to Rejoin Coke as Vice Chairman

Coca-Cola Co. said veteran beverage executive Brian Dyson, who headed Coke’s U.S. operations when the company reformulated its flagship soft drink 16 years ago only to hurriedly return to the original flavor, will rejoin the beverage giant as vice chairman and chief operating officer.

Dyson, 65, will be the No. 2 executive behind Chairman and Chief Executive Doug Daft.

Dyson, a native of Buenos Aires, has been a consultant for Coke in recent years. He started with Coke USA in 1978 and was president of that operating unit during the New Coke episode in 1985.

Earlier in his career, Dyson was involved in the introduction of Diet Coke, which has become the nation’s No. 3 carbonated beverage behind Coca-Cola Classic and Pepsi.

Coca-Cola shares fell $1.63 to close at $44.48 on the New York Stock Exchange.