Shares of Coca-Cola and Johnson & Johnson are posting losses Thursday morning, sending the Dow Jones Industrial Average into negative territory. Shares of Coca-Cola /zigman2/quotes/209159848/composite KO -0.31% and Johnson & Johnson /zigman2/quotes/201724570/composite JNJ -0.91% are contributing to the blue-chip gauge's intraday decline, as the Dow /zigman2/quotes/210598065/realtime DJIA -0.04% was most recently trading 96 points (0.5%) lower. Coca-Cola's shares have declined $2.63, or 5.9%, while those of Johnson & Johnson have fallen $6.76 (5.0%), combining for a roughly 64-point drag on the Dow. Other components contributing significantly to the decline include United Technologies , Procter & Gamble /zigman2/quotes/202894679/composite PG +0.88% , and Pfizer /zigman2/quotes/202877789/composite PFE +0.64% . A $1 move in any one of the 30 components of the index results in a 6.78-point swing.