Witness History Coca-Cola’s ‘New Coke'
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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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Coke's Market Share Struggle
- By the mid-1980s, Coca-Cola had been losing market share to Pepsi for 20 years despite marketing efforts.
- CEO Roberto Gizueta was willing to change the sacred formula to regain market dominance.
Launch and Backlash of New Coke
- Coca-Cola launched New Coke, initially receiving hype and symbolic promotion like giving cans to Statue of Liberty renovators.
- Despite positive taste tests, many consumers rejected New Coke and expressed outrage over the change.
Cultural Identity of Coca-Cola
- Coca-Cola became embedded in American culture, symbolizing a fixed American way of life.
- Changing the formula disrupted this perception, leading to widespread consumer shock and rejection.
