What went wrong New Coke?

New Coke didn’t only fail because it tasted too sweet — it failed because the marketing campaigns, business structures, and company culture at Coke doomed it from the beginning.

Why did the New Coke 1985 fail?

It was renamed Coke II in 1990 and discontinued in July 2002. By 1985, Coca-Cola had been losing market share to diet soft drinks and non-cola beverages for several years. Blind taste tests suggested that consumers preferred the sweeter taste of rival Pepsi, and so the Coca-Cola recipe was reformulated.

What did Coke 2 taste like?

In 1985, Time’s food critic Mimi Sheraton described the taste of New Coke as sweeter than the original formula. “However, it is sweeter than the original formula and also has a body that could best be described as lighter. It tastes a little like classic Coca-Cola that has been diluted by melting ice,” she wrote.

What research problem did Coca-Cola appear to be investigating prior to the introduction of New Coke?

The most grievous error Coca-Cola’s researchers made was testing subjects on taste alone. Most people loved New Coke–53 percent preferred it over old Coke–but taste isn’t enough. Consumers make purchasing decisions based on habit, nostalgia, and loyalty as well.

When was New Coke discontinued?

2002
Despite its poor reception, New Coke continued to be sold for a number of years. In 1992 it was renamed Coke II. However, its market share was miniscule, and the beverage was discontinued in 2002.

How much did Coca-Cola lose on New Coke?

While Coca-Cola has never admitted to just how much they lost as a result of New Coke, we know they spent $4 million in development, and–after deciding to pull New Coke from the shelves–were left with over $30 million in unwanted New Coke concentrate after the fact.

Why did Coca-Cola launch a New Coke?

New Coke, reformulated soft drink that the Coca-Cola Company introduced on April 23, 1985, to replace its flagship drink in the hope of revitalizing the brand and gaining market share in the beverage industry. Worried Coke executives decided to reformulate their drink, creating a sweeter product.

What was clear Coke called?

Tab Clear was a variation of Tab. It is Coca-Cola’s contribution to the short-lived “clear cola” movement during the early 1990s. It was introduced in the United States on December 14, 1992, in the United Kingdom a month later and in Japan in March 1993 to initially positive results.

What happened to Coca-Cola New Coke?

Coca-Cola fielded as many as 400,000 angry phone calls and letters as Coke drinkers professed their dissatisfaction with the new product. In less than three months, New Coke was pulled off the shelves and old Coke–rebranded as Coca-Cola Classic–was back. How did Coca-Cola get it so wrong when the market research surrounding taste was so promising?

Was Coca Cola’s reformulation the worst product failure ever?

The successes of Coca Cola were not without failures. The reformulation of Coke’s flagship may have been one of the worst product failures of all time. However, this disaster may have begun stemming way before the introduction of New Coke. Coca Cola had been battling with Pepsi Cola since Pepsi’s introduction in 1903.

Can Coca-Cola stumble like New Coke again?

But when it comes to product missteps, nothing comes close to New Coke. The brand has to be careful not to stumble again today. In this July 11, 1985 photo, cans of New Coke and Coca-Cola Classic are on display during a news conference in Atlanta.

Did Coca-Cola think its signature brand was broken in 1985?

Coca-Cola’s disastrous attempt at rebranding Coke in 1985 delivered a painful lesson: Don’t mess with a classic. If it ain’t broke, don’t fix it. The time-tested adage appears to be the lesson from Coca-Cola’s disastrous introduction of “New Coke.” Except in 1985, Coca-Cola indeed thought its signature brand was broken.