Chattanooga’s Double-Cola gulps forceful makeover

Gina McCommon, director of marketing at the Double-Cola Co. talks about revamping the company’s brand and marketing in this file photo.

Chattanooga’s iconic hometown soft drink is starting afresh.

Double-Cola announced Wednesday that it will retool its brand, targeting new cola quaffers as it seeks to expand market share at the expense of its much larger rivals, the Coca-Cola Co. and PepsiCo.

Officials say their latest effort is different from what the company now calls the “graphics change” that marked branding campaigns in 2010 and 2011.

This time, Double-Cola will change everything.

Double Cola has less than 1 percent of the soft drink market dominated by giants Coca-Cola and Pepsi.