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Hello, communicators:

Coca-Cola offers a good example of how to say goodbye to a product that has fizzled out, as the brand says it will stop producing its line of energy drinks following low sales.

“As we scale our best innovations quickly and effectively…we need to be disciplined with those that don’t get the traction required for further investment.” a Coke spokeswoman told The Wall Street Journal, adding that the company undergoes a “consistent and constant evaluation of what’s performing and what’s not.”

While there may seem like no graceful way to sunset a product or service in your brand messaging without admitting defeat, Coca-Cola’s message of discipline and prudence echoes the language that LG used last month when the electronics manufacturer announced that it would stop manufacturing smartphones by the end of July in what it called a “strategic decision.”