Word: goizueta
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...while the company considered putting out the new Coke under a different name. Goizueta vetoed that approach on the ground that it would lead to market confusion. The company was already selling regular, diet and caffeine-free versions, and a cherry Coke...
...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...
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...
Once they chose their course of action, Keough and Goizueta moved swiftly. On Tuesday and Wednesday, Keough went to an Atlanta television studio to tape a commercial that showed him announcing the return of old Coke. Beamed by satellite to a New Jersey production center, the spot was retaped and flown by helicopter to Manhattan for delivery to the major networks for broadcast Wednesday on the evening news...
...introduction of new Coke flowed directly from a strategy that Coca-Cola has pursued in recent years. Since Goizueta's ascendancy to the top job, the company has been expanding in several directions. It acquired Columbia Pictures for more than $690 million in cash and stock in 1982, and has placed its once exclusive brand name on drinks ranging from cherry Coke to caffeine-free diet Coke. The addition of Coca-Cola Classic will bring the number of products bearing the Coke name to six, compared with the single Coke that Goizueta inherited. Pepsi, by contrast, has its name...