New Coke: The Flop of the New Cola Taste
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In 1985, Coca-Cola introduced "New Coke", a new formula of its popular cola. The company wanted to respond to the increasing success of its competitor Pepsi, which appealed especially to younger customers with its sweeter cola. However, the introduction of New Coke turned out to be one of the biggest marketing disasters of all time.
What was the difference to classic Coca-Cola?
New Coke had a changed recipe with a different flavor profile than classic Coca-Cola. The new cola was sweeter and had a vanilla-like aroma. The composition and amount of sugar used also differed. Blind tests with almost 200,000 consumers had shown that the new formula tasted better than the original and the competition from Pepsi.
How was New Coke received by consumers?
Despite the positive test results, New Coke was not well received by cola fans at all. The Coca-Cola Company was overwhelmed by outraged reactions after the introduction. Tens of thousands of letters and calls of complaint were received. Consumers wanted their familiar Coca-Cola back and rejected the new taste. Pepsi cleverly took advantage of this opportunity and launched an advertising campaign mourning the loss of the old cola.
Why did New Coke fail?
Coca-Cola had underestimated its customers' loyalty to the traditional brand and its distinctive taste. Many felt snubbed by the change. Just 79 days after its introduction, Coca-Cola had to reverse the decision and reintroduce the old formula. This was marketed in the USA as "Coca-Cola Classic". New Coke remained in memory as a flop that still serves as a cautionary tale for marketing blunders today.
