New Coke

New Coke was the unofficial name of the soft drink successor of Coca-Cola, which was brought by the Coca -Cola Company on the market in 1985. Although the product name was not officially changed, but it was known by that synonym due to the advertising campaign "The New Taste of Coca Cola" until it was renamed in 1992 in Coca Cola II.

However, the modified formula of the "New Coke " did not achieve the desired results in the consumer and was consequently withdrawn from the market.

History

After Roberto Goizueta became president in 1980 the Coca -Cola Company he had with Don Keough 1982, the Diet Coke one. With the competition from Pepsi -Cola 's market share of the brand Coca- Cola by 60 percent in 1945 shrank to 24 percent in 1983, making the company with newly introduced variations tried, as the world increase their market share back -selling cola brand.

Consequently, let the Coca -Cola Company on April 19, 1985 to announce at a news conference that there would be a change of Coca -Cola product. During the press conference has been explained that a new product to come on the market, but has not been pointed out that the company would change the most successful product of its range, the Coca -Cola itself. This change was officially confirmed only when the company. , The new product on the following Tuesday, April 23, brought with the slogan "The New Taste of Coca Cola" in the United States to market and ceased production of the traditional formula Due to the new taste with the modified recipe (among vanillin instead of natural vanilla ), the new Coke and New Coke was called. There were inconsistent changes in the nature and especially the amount of sugar used. The company had had to perform a blind test with 190,000 subjects, with the result that the new formulation compared to the "old" Coca- Cola and Pepsi -Cola was superior.

Up to 40,000 letters of complaint arrived in Atlanta at the seat. The old formula, under the name Coca -Cola Classic, was reintroduced. The Coca -Cola Company announced in 2009 that they wanted to will no longer use the word "Classic" in order to appeal to younger consumers may be it.

Trivia

Coca Cola manager Don Keough commented later the New Coke fiasco:

" Some critics will say that Coca Cola made ​​a marketing mistake. Some critics will say that we have it all planned from the outset so. The truth is that we are neither so stupid nor so clever. "