Word: coca-cola
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...Coca-Cola may find that having two separate but equal Cokes can create severe headaches. The logistics alone will be a major problem. Even though they are overjoyed by the return of old Coke, many bottlers are already apprehensive. "This is not going to be easy," says Sandy Williams, president of Corinth Coca-Cola Bottling Works in Mississippi. "We're only set up to handle one finished syrup at a time...
Advertising could be another nightmare. Coca-Cola will have to decide whether to tout each Coke separately, or to launch a single unified campaign. "It's going to be very difficult and costly for the company to market two products with the same name," cautions one Madison Avenue insider. Some industry observers think that Coca-Cola may settle on a two-pronged strategy. It could focus on new Coke in its advertising, and let the triumphantly returned Classic Coke sell itself...
...tribute to a former adversary. Said he: "There is one consumer we would like to single out, Mr. Gay Mullins of Seattle, Washington, the founder of Old Cola Drinkers of America. We want to say thank you for your efforts, efforts that symbolize the love our consumers have for Coca-Cola." And Mullins' reward? What else? For being the new Coke's most persistent and outspoken critic, the company is giving him the first case of Coca-Cola Classic that comes off the bottling line nearest his residence. The Real Thing, again. --By John Greenwald. Reported by Joseph N. Boyce/New...
...noisy confluence of publicity pronouncements, news bulletins, market analyses, gadfly lawsuits and expert pontifications on the momentous Coca-Cola controversy, the Republic seemed to shudder for an instant last week, then right itself and face toward the flag. In the midst of all the foaming and burbling, though, Americans demonstrated some interesting reactions toward the whole process of change...
...paper has several strengths. USA Today is good at spotting a trend early, whether it is the growing popularity of Tofutti or the rising demand for automobile sunroofs. Its emphasis on American popular culture leads its reporters to explore in telling detail, day after day, such events as Coca-Cola's switches in formula and just about anything to do with Hollywood. The writing style, once derided as pale and plodding, has grown much livelier...