In 1985, after 4 years of research and development, and taste testing with 190,000 consumers, Coca-Cola boldly announced the launch of New Coke.
According to a New York Times article this week, Coca-Cola found that people chose the new formula 55 percent of the time, and the original one 45 percent of the time. The article goes on to say that Coca-Cola "forgot to ask how people would feel about losing the traditional soda".
So, The Coca-Cola Company announced last Friday that they are dropping the "Classic" from its labels in all of its packaging by this summer.
"When people think Coke, they think classic, so more than two decades after introducing the word classic, the reason for being - quote unquote - for that word as a descriptor has disappeared," said Scott Williamson, a Coca-Cola spokesman.
More ... the article goes on to say that "The language on the side of the label where it now says 'Coke original formula' will change to say 'Coke Classic original formula'.
Got it? This is the world's most recognizeable brand, and can you believe how Coca-Cola screwed up their family jewel?
As soon as New Coke was introduced, Coca-Cola began getting hammered, according to the article. Employees had to work overtime on its complaints hotline, fielding 1,500 calls a day. People started hoarding containers of the classic formula, and formed groups like the Old Cola Drinkers of America. Ten weeks after introducing New Coke, and after publicly vowing that the original formula was gone for good, company executives brought it back.
They added "Classic" underneath the script Coca-Cola lettering to distinquish it from the new formula, and Coca-Cola Classic began to outsell New Coke almost immediately. It was "a humbling experiment", said Donald Keough, Coca-Cola president at the time. He went on to say, "Some cynics say we planned the whole thing. The truth is, we're not that dumb, and we're not that smart."
Cool. Let's be sure to treat our own brands with more common sense.
Are you "New" or "Classic"? Share your thoughts with us here.
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I'm Classic! I was just thinking about this last week when I spotted "Classic" on a Coke label! Made me think of their branding debacle. Means nothing to younger generations. Time to cut it.
ReplyDeleteI'm a big proponent of sticking with what works and burning a brand into people's minds. Everyone needs a change once in a while but Pepsi changes very frequently. Burger King overhauled their image completely. Does this mean Coke and McDonald's are stronger brands? I think so.