Okla-homey
7/11/2006, 05:29 AM
July 11, 1985 "Classic Coke" returns
http://img81.imageshack.us/img81/8225/g200607069vo.jpg (http://imageshack.us)
21 years ago on this day, having pulled one of the dumbest stunts ever perpetrated by a mega-company, Coca-Cola announces the return of "classic" Coke. With hopes of eking out a lead in the hotly contested "Cola Wars," Coca-Cola had earlier decided to muck about with the recipe for its namesake drink.
As ill-conceived as the notion may sound to our ears now, Coke thought it had a winner at the time. Indeed, an expensive battery of market testing seemed to bode well for the new formula. As one of the officials for Coke's advertising agency noted, "research clearly said we had a winner." However, despite lavishing massive sums on an advertising blitz, the new product--aptly dubbed "New Coke"--was a resounding flop.
http://img212.imageshack.us/img212/5660/0711wa4eu.jpg (http://imageshack.us)
Robert Goizueta, Chairman and CEO of The Coca-Cola Co. toasts the "New Coke" with Donald Keough, President and COO, in 1985
America's legion of soft drink aficionados simply despised the new formula. Worse yet, the public pined mightily--and quite loudly--for the "old" version of Coke to be returned to the shelves. Officials for the cola giant got the message and swiftly restored order to the soft drink universe: on July 11, 1985 the company unveiled plans to return the beloved version of Coca Cola--now christened "Classic Coke"--to the market.
http://img225.imageshack.us/img225/7729/guntitled4mw.png (http://imageshack.us)
In the wake of this groundbreaking, company officials quietly conceded that they had erred in halting distribution of the "classic" version of the drink. However, they refused to admit that releasing New Coke was a mistake. Indeed, even though American consumers reviled it, the company kept "New Coke" in circulation, albeit in cans and bottles that identified the drink simply as "Coke."
http://img212.imageshack.us/img212/7738/gift4thirst5rz.jpg (http://imageshack.us)
http://img206.imageshack.us/img206/3590/insane7zo9bg.jpg
http://img81.imageshack.us/img81/8225/g200607069vo.jpg (http://imageshack.us)
21 years ago on this day, having pulled one of the dumbest stunts ever perpetrated by a mega-company, Coca-Cola announces the return of "classic" Coke. With hopes of eking out a lead in the hotly contested "Cola Wars," Coca-Cola had earlier decided to muck about with the recipe for its namesake drink.
As ill-conceived as the notion may sound to our ears now, Coke thought it had a winner at the time. Indeed, an expensive battery of market testing seemed to bode well for the new formula. As one of the officials for Coke's advertising agency noted, "research clearly said we had a winner." However, despite lavishing massive sums on an advertising blitz, the new product--aptly dubbed "New Coke"--was a resounding flop.
http://img212.imageshack.us/img212/5660/0711wa4eu.jpg (http://imageshack.us)
Robert Goizueta, Chairman and CEO of The Coca-Cola Co. toasts the "New Coke" with Donald Keough, President and COO, in 1985
America's legion of soft drink aficionados simply despised the new formula. Worse yet, the public pined mightily--and quite loudly--for the "old" version of Coke to be returned to the shelves. Officials for the cola giant got the message and swiftly restored order to the soft drink universe: on July 11, 1985 the company unveiled plans to return the beloved version of Coca Cola--now christened "Classic Coke"--to the market.
http://img225.imageshack.us/img225/7729/guntitled4mw.png (http://imageshack.us)
In the wake of this groundbreaking, company officials quietly conceded that they had erred in halting distribution of the "classic" version of the drink. However, they refused to admit that releasing New Coke was a mistake. Indeed, even though American consumers reviled it, the company kept "New Coke" in circulation, albeit in cans and bottles that identified the drink simply as "Coke."
http://img212.imageshack.us/img212/7738/gift4thirst5rz.jpg (http://imageshack.us)
http://img206.imageshack.us/img206/3590/insane7zo9bg.jpg