Cola One

is it cool to drink one can of Coca Cola everyday?

Will I get fat? One won’t kill me, will it?

Every day? Too much.

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Coca-Cola, Big Mistake: New Coke 20 years later.

On the night of 22 April 1985, somewhere near Purchase, New York, Roger Enrico, president of Pepsi-Cola USA, was smiling. And who could blame him? I was about to declare victory in the longest running war in history Tail – a knock-down, dragout matter between two companies of the likes of which the world had never seen before. Little Enrico know what was coming as a great victory over red rival Coca-Cola was about to snowball in summer along epic novel. He probably had butterflies in my stomach very similar to Coca-Cola CEO Roberto Goizueta and President Don Keough, but for very different reasons.

By dawn on 23 April, was averaging a Tuesday in every way possible. But the world was about to find that the fate of their favorite cola, with the best known brand on Earth, was designed for the most dramatic change in its history of nearly 100 years. And no one was prepared.

For several years, Pepsi-Cola is closing the gap in market share between the two cola giants as Pepsi Challenge taste had indicated, people apparently wanted a tail a little sweeter, with less bite than Coke had. No matter how much the Coca-Cola Co. is spent on advertising, no matter what they did … the gap with larger rival was closing fast – something drastic had to be done.

According to a report in the New York Times, Coca-Cola came the new formula, while the development of Diet Coke, introduced in 1982. With Coca-Cola executives, aware of their sliding market share, which began their own taste tests, according to Coca-Cola and several new variations. In tests of a series of formulas tastes, the company found one that stood out. When he was in a can of Coca Cola and side to side compared to the old formula in blind taste tests, the new product was chosen by 62 percent of consumers to 39 percent.

During the Christmas holidays in 1984, top executives of Coca-Cola's Goizueta, Keough, Brian Dyson and Ike Herbert decided unanimously to change the formula Coca-Cola just shy of its 99th anniversary.

While the new formula is being completed, a series of ads for the re-launch of the brand were being filmed with actors who do not know pitching a new formula.

The re-launch of the brand was kept secret – but the Coca-Cola and most Coca-Cola employees were not told of the impending restatement until the day before the infamous press conference in New York. For bottlers who knew well the sales numbers of late, the reformulation was good news. Goizueta and Keough received a standing ovation as bottlers Goizueta proclaimed at a meeting private, "now we're back in the ballgame." The euphoria was short lived.

Ironically, the meeting with bottlers April 22 was held at the Woodruff Arts Center, the name Coca-Cola chief Robert Woodruff, who had spent most of his life to promoting enterprise and original formula. Woodruff died just one month before the announcement of the restatement.

The Press Conference will be heard around the world

April 23, 1985 is one of those days in history that the Coca-Cola drinkers remember. It calls to other world events in which he always remembers where you were and what I was doing when he heard the news. If Goizueta had taken a moment to open the morning paper that day, before heading to Lincoln Center to shake the earth for your ad, could have been smoking. Since word had leaked out several days before the formula change conference, Roger Enrico, took out a full page ad in major newspapers across America the day of the press conference of Coca-Cola, saying that the wars were more than Cola – Pepsi had won. To celebrate his victory, said Enrico Friday, April 26th, 1985 would be a holiday company wide employees of Pepsi.

It's hard to say what he thought of his newspaper ad Goizueta cocky rival – he probably figured it was just a matter of time before the 'new formula "for Coca-Cola made people forget that he had never heard of Pepsi. After all, the very Goizueta New Coke said it was the safest move ever made.

Goizueta and Keough entered a stage at Lincoln Center for a press conference with 700 journalists and film crews – along via satellite to media in Atlanta, Houston and Los Angeles. The world was watching.

The lights dimmed and a montage of Coca-Cola-feel good times shown – American shots with images of Coca-Cola … the Grand Canyon, the Statue of Liberty, wheat fields, Eisenhower and Kennedy, and the family. When notices are finally over, the lights turned and Goizueta took the podium. "The best has become even better," he said, reading from his prepared. "Some may choose to call it the single most audacious marketing move in the history of packaged goods company. We simply call it the safest move ever done. In short, we have a new formula for Coca-Cola. "

When the plant finally opened to questions from the press, which had no no class.

"Are you 100 percent sure it will not bomb?" St. Louis questioned the reporter.

Another reporter asked Goizueta to describe the new flavor. At first he stumbled, and then find the words I was looking for. "I would say is smoother, uh, uh, rounder, however, uh, however, more audacious … more harmonious flavor, "Goizueta said.

When asked whether the company was changing the formula in response to the Pepsi Challenge, Goizueta lost his composure. "Oh God no," he said. "The Pepsi Challenge? When did that happen? "

Question after question is fired at Goizueta and Keough.

A final question was asked which left a bitter taste in the mouth of the insurance CEO, asking if the diet of Coca-Cola may be recast, 'assuming that this is a success. "

"No. And I assume this is a success. It is a success," Goizueta was broken.

And like the press conference was over.

The early advertising that New Coke was received mixed – but much supporting part. Over 80 percent of the U.S. population is aware of the new formula a few days of the announcement.

The Coca-Cola Company launched to the streets of Atlanta for its huge sampling campaign. In New York, workers who were the renovation of the Statue of Liberty was the first in New York to obtain the cans of New Coke.

Coca-Cola spared no expense with red and white balloons, fireworks, new samples of Coca-Cola, and planes dragging banners advertising through the heavens. It pagentry in the grandest.

But it was not long for the public react to the formula change and perhaps is greater collective denial in the history of consumerism.

Soonafter, supporters of Coca-Cola said its displeasure at the New Coke in ways that were related to believe.

Dan Lauck, a television reporter in San Antonio did not drink but six and a half ounce bottle of Coca-Cola – at a rate of 15 per day. Are regularly skipped breakfast and lunch just to keep drinking Coca-Cola, while managing their weight. He hated New Coke, and he knew there was no change. When he heard the news of the New Coke, which immediately went out and bought the original 110 cases.

Members of the press, aware of disgust evident by the public of New Coke, ran their taste tests, surveys and public opinion. The results were evident by the countless stories printed in the month of May as the media reported the bad taste that people stay.

Houston Astrodome crowd booed new Coke commercial on the screen giant stadium. The songs were written about the novelty when "Coke was it." And yes, they were assaulted even distribute Coca-Cola.

Mark Pendergrast, author of the popular book For God, Country and Coca-Cola does not remember a lot of personal memories of 23 April 1985 – at a time, rarely drank Coke and New Coke certainly was not a matter that affected him a lot over time. But in the research and writing his history book about The Coca-Cola Company years later, had a unique perspective, unjaded by a change in the formula insensitive connoisseurs Cola North America.

"It was surprising that all the world had this massive nervous breakdown about it. When researched and wrote the book I interviewed a group of people who did everything possible to say.

In the late 1970s and early 1980s, America had lost its identity, Pendergrast said. Since Watergate and Vietnam, to high inflation and very rapid change in the country. This caused a loss of confidence of the American public.

"All sorts of things are changing under our feet," says. "Coca-Cola was really a symbol of something that seems solid and represents something that was not changing. So when they changed it, it really hits people who do harm because of the downfall of our culture in dysfunction. People were looking back nostalgically to an era that certainly had its problems, but which seemed more together as a country. "

Marketing experts suggested that the original undertaking studies and taste tests had been lost one of the most fundamental aspects – that it had to take into account the loyalty of the world at 99 years old and drink their emotional attachment to it. The studies had focused on taste alone instead of brand preference. And when blind tasters chose Coca-Cola's New Coke, you never were told that the New Coke ultimately replace the original.

Admittedly, it was a mistake, but in the minds of some people, "was a national disaster.

And then there were calls angry and letters flooded the Coca-Cola Company's headquarters.

In early May, was about 1,000 calls a day at 1-800-Consumer Hotline coke. In June 8000 calls a day.

Richard Mix, one of the leading authorities in the collection of bottles of Coca-Cola, and resides in suburban Atlanta, was about to work for the call center that Coca-Cola spring itself.

"In 1985 I was in College at the University of Georgia. When The Coca-Cola introduced New Coke in April, was applying for internships in summer in many companies. The day after he accepted an internship at Rockwell received a call Coca-Cola offered a summer job at the center of informing consumers of the product. They had to expand the call center due to the significant increase in calls consumers. After much consideration, I decided to stay with my commitment and work in Rockwell, "he says.

Stir often wonders what would have happened career-wise he called Coca-Cola came a day before.

How to sell the world a Coke again?

Bill worked baver The Coca-Cola Company for about 37 years in the delivery route and then the area of pre-mix of the company. Fortunately, he retired about a year before the introduction of Coca-Cola in '85 and avoid consumer backlash.

The reaction of the introduction of Coca-Cola in 1985 by consumers without certainly did not come as a shock to baver. "Because we have been living there since we were weaned," he says. "I could have been bitter in 1985 because I was not happy with my board – probably drank more whiskey Coca-Cola at that time anyway, "jokes baver.

Although no envy, the sales force had to go out and try to sell to a new Coca-Cola dissatisfied public, baver has no doubts about how he would have done. "We still would go out there and says it's the best damn drink in the world. I'm just that kind of guy. I swear it's the best there is and nothing is different, although we know there. "

However, some Coca-Cola drinkers were not satisfied with an explanation or sales.

In Marietta, Georgia, a Coca-Cola delivery man was assaulted by a woman with an umbrella as she filled a shelf in the grocery store with the New Coke. "You bastard," yelled "that ruined – you know like shit! "When a Pepsi driver laughed about the place, was also criticized him." You stay out of it! This is a family business. His is worse than shit! "

The defeat Conceeds Company:

June sales of New Coke disappeared from the map. To make matters worse, 57 old Seattle man, Gay Mullins, who founded a group called the Old Cola Drinkers of America. Along with their supporters, who garnered significant attention publicly means New Coke dumped down the sewer, while the media filmed his every move. Mullins also filed a lawsuit collectively against Coca-Cola to force the company to return to the original formula. He was thrown out of court.

Nearly 40,000 protest letters piled in The Coca-Cola headquarters in Atlanta.

Finally it became increasingly clear to Coca-Cola what to do.

On July 11, less than 3 months after the introduction of Coca-Cola, the company acknowledged it had made a major miscalculation. Once again, Goizueta and Keough with the press to announce the return of the Coca-Cola Classic.

"There is a twist to this story please every humanist and probably keep Harvard professors puzzled for years," Keough said at the press conference. "The simple fact is that all the time and money and skill poured into consumer research on the new Coca-Cola could not measure or reveal the deep and abiding emotional attachment to original Coca-Cola felt by many people.

"The passion for original Coca-Cola – and that's the word passion – was something that caught us by surprise … It is a marvelous mystery of America, a lovely American enigma, and you can not measure more than they can measure love, pride, or patriotism.

"Some critics say that Coca-Cola made a marketing mistake. Some cynics will say that you planned all. The truth is we're not that dumb and we're not as smart. "

Since the press conference ended, Keough Gay Mullins presented with the first case Coca-Cola Classic.

Suddenly, it was a love-feast of the Coca-Cola, with newspapers across North America splashed the news across the globe. Followed by letters and calls come from consumers, but this time were the key messages of satisfaction, relief and gratitude.

For fans of Coca-Cola, everything was good in the world again.

For almost a year later, both the Coca-Cola co-existed side by side. But the confusion in the marketplace about how to sell both to the rather, the lack of shelf space and market share shrinking New Coke helped to disappear from the markets of most of North America.

In total, the New Coke The cost of failure of Coca-Cola Company, 4 million dollars to research and development. After depressing few months in 1985, the cola giant roared again with the help of a grateful American public. The marketing mistake of epic proportions, had unwittingly taken his company to the top wrong again more.

Pendergrast said that he had often thought about what other products, if you had changed the product taste, would have caused such an incredible shock. "I can not think of a branded product that would be true."

The recalled happy accident:

In 1995, The Coca-Cola Company made a celebration in honor of 10th Anniversary of New Coke. Roberto Goizuetta led Coca-Cola employees in the event saying: "We set out to change the dynamics of sugar colas in the U.S., and we did exactly that – although not in the way they planned. But Coca-Cola, the most significant result of "new" – For the moment, "Goizueta said," was that it sent a powerful signal … a sign that they were really willing to do whatever necessary to create value for owners of our business. "

Two years later, Goizueta succumbed to cancer – but the company went ahead without their leader. Goizueta drank New Coke right until his death, insisting he was still the best tasting Cola worldwide, no matter what the consumer, he said.

Pendergrast said that if the company is smart, they will hold a similar event to mark the 20th anniversary of New Coke as they did for the 10th anniversary. "It should be a big deal of it because the moral of which was perfect for the company as Don Keough said at the time – anything that gets all this attention and get our clients Favorite running back to thank us is a very good thing. "

What if New Coke had happened?

With nostalgic memories Coca-Cola was ressurected as "Coca-Cola Classic" in July 1985, raises the question – what if New Coke never happened? What if it was all just a dream? What if the company New Coke was introduced in 2005 instead of in 1985 – what would the reaction have been?

Pendergrast does not believe that would have caused the commotion about today as it did 20 years ago. "I doubt that would have as much of a reaction. I hope be wrong – maybe I'm tired. I think it could cause an uproar, but maybe not.

And with many brand extensions the company take over refrigerators worldwide with Vanilla Coke, Coca-Cola with Lime, Cherry Coke, C2, and others on the horizon, is there the possibility of a Coca-Cola's reformulation never happen again?

"Never say never," Pendergrast says. "But I doubt they ever will try again in our lifetime. If they did, that probably have enough brains to keep the old and only offers a new line extension. If they had offered New Coke as an alternative, but have kept the old, do not think you have a problem. "

On the otherhand, if The Coca-Cola Company had not returned to Coca-Cola Classic in the summer of 1985 and remained with the New Coke, Pendergrast believes the beverage landscape would look very different than it does today. "I think Pepsi would be the dominant gas in the country today by far. It would have been a total disaster. "

Baver agrees. "I do not think there could be overtaken Pepsi Coke because we had other products. Sprite 7UP dead, badly hurt. We were Fanta, Tab and Diet Coke, at the moment there is no way it could have overcome Pepsi Coca-Cola does not think .

In these days when Pendergrast hear the words "New Coke", immediately think of Bill Cosby to appear in ads "trying to make everything better, "jokes Pendergrast.

"It's a wonderful love story quintisentially U.S., and a crazy story. The moral of this is that people can get excited about the stupidest things, but also very touching. I like that kind of story. Hopefully we can be just as excited today, 20 years, as they were then. But I do not know ".

New Coke (Coca-Cola II) disappeared from most markets U.S. by the 1990s. In Chicago, however, sales of Coca-Cola II remained firm and continued to flourish for years, was finally closed in 2002.

About the Author

Blair Matthews is the editor and publisher of The Cola Conquest, a magazine dedicated to Coca-Cola collecting.