Word: tastee
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As 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...
Mihaly believes that the Coke experience shows up some of the weaknesses of taste tests. He is critical of them in general because consumers have difficulty distinguishing slight variations in taste.
Company officials should have known that they were playing a very tricky game in changing Coke. When the firm first came out with 10-oz., king-size bottles in the mid-1950s, many drinkers were beside themselves. If God had wanted Coke in 10-oz. bottles, he would not have...
Others managed to convert distaste for new Coke into a profitable sideline. Dennis Overstreet, owner of a Beverly Hills wine shop, bought 500 cases of old Coke after the new product was announced, and sold them all for $30 each, nearly triple the normal price. When they were gone, Overstreet...
Coke may emerge stronger than ever from this adventure. It now flanks Pepsi on two sides, much as a military force might surround an enemy. Says Alexander Kroll, president of the Young & Rubicam advertising agency: "It's the most unusual strategy for launching a flanker brand in history, and it...