Word: coke
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...many ways, the Great Coke Debate revealed something about the current state of the American psyche. In a world of ceaseless change, people cling desperately to the known and the given. The old Latin Mass is gone, the phone company has been broken up, Walter Cronkite is no longer on the evening news. Throughout those changes, Coke was always there, a misty memory from childhood, a rock of ages. "Certain things in our psychological environment have to stay constant because we're in such a changing world," says Dr. Bert Pepper (no relation to the soft drink), a New York...
...course, possible that Coke can turn its near disaster into a marketing coup. The company now has two Cokes to compete with Pepsi-Cola, as an industry watcher pointed out--one that tastes like Coke and one that tastes like Pepsi. And since the soft-drink maker will still be selling new Coke, none of the millions of dollars spent to launch that product has been wasted. If anything, the furor created by the flavor change has made Coke more of a household word than ever...
Television viewers were served news of Coke's announcement morning, noon and night. ABC interrupted its soap opera General Hospital on Wednesday afternoon to break the news. In the kind of saturation coverage normally reserved for disasters or diplomatic crises, the decision to bring back old Coke was prominently reported on every evening network news broadcast. ABC featured the switch on its Night Line and 20/20 shows...
...brand brouhaha began back in 1980, when Goizueta and Keough were picked for Coca-Cola's top jobs. They were determined to reverse a disturbing trend. Over the previous decade, Pepsi had been steadily gaining on Coke. Using a brash advertising campaign built around the "Pepsi Challenge" slogan, the rival cola was becoming increasingly popular with younger drinkers, who seemed to prefer its sweetness to the crisper taste of Coke. The inroads were largest in supermarkets, where Pepsi in 1977 actually overtook Coke in sales. Because of its dominance in the fountain and vending-machine trade, however, Coke still holds...
...taste question became crucial to Coke. While developing diet Coke, which appeared in 1982, the company came up with a new and sweeter formula. To test just how well a cola containing it would go over, Coke embarked on the most exhaustive and far-reaching research program in its history. In all, nearly 200,000 consumers were asked to participate over a three-year period...