Word: colas
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...chastened Keough admitted last week, "The passion for original Coke was something that just flat caught us by surprise. The simple fact is that all of the time and money and skill poured into consumer research on the new Coca-Cola could not measure or reveal the depth and emotional attachment to the original Coca-Cola felt by so many people...
Keough denied a widely held belief that the company had brought out new Coke as part of a deliberate, Machiavellian plot to create support for the older product. Said he: "Some critics will say Coca-Cola has made a marketing mistake. Some cynics say that we planned the whole thing. The truth is, we're not that dumb, and we're not that smart...
...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...
...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...