Word: colas
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...Coke now concedes, its test marketing was flawed. Among other things, Coca-Cola neglected to inform consumers that choosing new Coke meant saying farewell to old Coke. "We failed to tell the tasters graphically enough that their preference for the new would mean that they would never be able to taste the original Coke again," explained Ira Herbert, vice president for worldwide marketing...
Even Goizueta's father spoke out against the switch when it was announced in April. Telephoning from his Mexico City home, the elder man told his son that the move was a bad one, and jokingly threatened to disown him. Last week, the Coca-Cola chairman said, his father called "to take me back...
...watched the gathering rebellion more closely than Brian Dyson, the president of Coca-Cola USA. A lanky native of Argentina, Dyson had the duty of monitoring overnight reports on consumer reaction. By late May, the findings were looking bad. Dyson concluded that "people had fallen in love with the memory of old Coke" and wanted little to do with...
Matters reached a head last Monday after Dyson heard the complaints of bottlers. He recalls, "If one could have taken a vote, the clear majority would have been for us to begin a two-cola policy." Dyson conveyed that sentiment to Keough, who promptly huddled with Goizueta. Between them, the two top executives decided to bring back old Coke. After flirting with the name Original Coca-Cola, they settled on Coca-Cola Classic...
...days, but time was now agonizingly short. Bill Schermerhorn, Coke's brand manager, made an urgent telephone call last Monday to Alvin Schechter, creative director of the Schechter Group, a Manhattan design firm. By 10 p.m. Tuesday, Schechter had completed the assignment. The red can features the traditional Coca-Cola script with the word "Classic" in black roman type...