Witness History
Coca-Cola’s ‘New Coke'
Apr 23, 2025
Mark Pendergrast, an author known for 'For God, Country and Coca-Cola', dives deep into the fascinating saga of Coca-Cola's 'New Coke'. He describes how the bold decision to change its formula back in 1985 met with fierce backlash from loyal consumers, showcasing the intense emotional bond people had with the original flavor. Pendergrast discusses the marketing missteps and the subsequent resurgence of 'Coca-Cola Classic', revealing how this episode transformed brand-consumer relationships and sparked a cultural debate over tradition vs. innovation.
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Quick takeaways
- Coca-Cola's introduction of New Coke aimed to regain market dominance but quickly faced backlash from loyal customers who felt betrayed.
- The rapid public outcry against New Coke ultimately led to the reintroduction of Coca-Cola Classic, restoring the brand's image and market share.
Deep dives
The Launch of New Coke
Coca-Cola launched a new formula for its signature drink in 1985, aiming to combat a significant loss of market share to Pepsi. Under the direction of CEO Roberto Gisueta, who was willing to alter any aspect of the product, the new formula was sweeter and less fizzy, which initially performed well in blind taste tests. The introduction of New Coke was accompanied by large promotional events, including a symbolic launch with workers at the Statue of Liberty and celebratory parades in Atlanta. Despite the initial excitement, public reception quickly soured, as many loyal customers felt betrayed by the loss of the original flavor they cherished.
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