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Coca-Cola Classic

In May 1985, Coca-Cola chairman Robert Goizueta announced one of the boldest gambles in marketing history: Coca-Cola would make a significant flavor change in Coke, the world’s best-selling soft drink. (1) The idea, according to one of Coke’s leading strategists, "was to take all the positive qualities associated with the current product, its heritage and so on, and transfer that to an improved tasting product." (2) Supermarket sales of Coke had slipped behind Pepsi by almost two percentage points, and Pepsi was consistently winning blind taste tests. The advertising campaign for New Coke emphasized improved flavor.
Coca-Cola spent nearly ＄4 million to taste-test its new product on 200,000 consumers. (3) When the brands were not identified, the taste tests of 40,000 people done in 30 communities showed that 55 percent chose the new Coke over the old, and 52 percent chose it over

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