Word: cola
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Dates: during 1980-1989
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...taste change adds an entirely new dimension to Coke's 87-year-old cola war with Pepsi. Until now, the Coke-Pepsi battle has been one largely of words in some of Madison Avenue's best and most memorable advertising. Currently the tag line "Coke is It!" is arrayed against "Pepsi. Choice of a New Generation." About five years ago, when the price of cane sugar went up sharply, Coke began shifting its basic sweetening ingredient to high-fructose corn syrup. Pepsi switched completely to the corn syrup sweetener this year. But the parts of each drink's formula that...
...produce diet Coke, a smashing success that since its introduction in 1982 has bubbled up to third place among U.S. soft drinks, with a 5.4% market share. In the course of developing diet Coke, says Goizueta, "our expert taste testers came upon a taste better than the old Coca-Cola. We had two options: We could do nothing, put it on the shelf and forget we ever developed it. Or we could change the taste and give the world a new Coca-Cola...
...Coca-Cola could take heed from the story of Schlitz. The beer that made Milwaukee famous was the second-best-selling brew in the U.S. in the early 1970s but then changed its taste in 1974. Sales soon began slipping, and the company never successfully shed its reputation for what many considered an inferior brew, even after it switched back to its original formula. Schlitz was sold to Stroh Brewery in 1982, and now has only 1% of the U.S. beer market. Coke, though, believes its careful and exhaustive testing and a huge advertising campaign will make its new taste...
TIME's food critic Mimi Sheraton secured a bottle of new-vintage Coca-Cola, currently scarcer than a 1934 Mouton-Rothschild, and tasted it against old- style Coke and Pepsi-Cola. Her report...
...Cola tastings will probably never replace wine tastings as a status party theme, but as the new-formula Coke seeps into the marketplace, there surely will be many informal comparisons. Because cola beverages are meant to be drunk well chilled, it seemed a good idea to follow that practice...