The Real Coke, the Real Story“Examines why the set-in-its-ways Coca Cola Company tampered with a drink that had become an American institution—and blundered into one of the greatest marketing triumphs of all time.”—New York On April 23, 1985, the top executives of the Coca-Cola Company held a press conference in New York City. News had leaked out that Coke, the king of soft drinks, would no longer be produced. In its place the Coca-Cola Company would offer a new drink with a new taste and would dare call it by the old name, Coca-Cola. The new Coke was launched—and the reaction of the American people was immediate and violent: three months of unrelenting protest against the loss of Coke. So fierce was the reaction across the country that it forced a response from the Coca-Cola Company. Stunned Coca-Cola executives stepped up to the microphone and publicly apologized to the American people. They announced that the company would reissue the original Coca-Cola formula under a new name, Coke Classic. The Real Coke, the Real Story is the behind-the-scenes account of what prompted Coca-Cola to change the taste of its flagship brand—and how consumers persuaded a corporate giant to bring back America’s old friend. |
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advertising Allen American announced April April 23 asked Atlanta Austin back old Coke became beverage Bill Cosby bottlers brand bring back old caffeine-free called calories campaign Carlton Curtis chairman cherry Coke Classic Coca Coca-Cola Company Coca-Cola executives Coca-Cola headquarters Coca-Cola officials Coca-Cola USA Coke drinkers Coke's Cola Columbia Columbia Pictures commercial company's consumers corporate cost decision diet Coke diet drink Donald Keough Dr Pepper Enrico formula fountain franchise Frank Barron going Goizueta and Keough headquarters Ike Herbert industry issue Keough and Dyson knew market share McCann-Erickson million movie Mullins name Coke never Pepsi Challenge Pepsi-Cola percent Pottasch press conference Project Kansas purchase reporters Roberto Goizueta sell Sergio Zyman Smith soft drinks Stout strategy sugar sweet sweeter syrup taste of Coke taste tests taste-tests thing told trademark Vincent wanted week Woodruff York