It’s been called “the biggest marketing blunder of all time.” On this day in 1985, Coca-Cola introduced its reformulated recipe to the world…New Coke! Almost 4 decades later, consumers remain as divided as their allegiance in terms of what they believe to be the truth behind the move.
There is no shortage of theories from which to choose about New Coke:
On the one extreme: Coca-Cola, concerned with the rising popularity of Pepsi, altered it’s 100 year old formula, resulting in an unforeseen tidal wave of negative press and consumer revolt, ultimately forcing them to admit mistake and return to their previous recipe.
On the other extreme: Coca-Cola, concerned with the rising popularity of Pepsi, staged a publicity stunt – a fake reinvention to generate free press, always intending to return to their famous recipe.
Regardless of what one believes is the truth, two things are certain: Pepsi was a legitimate contender, and New Coke was not long for the world. 77 days after New Coke hit the market, Coca-Cola rewound to the previous iteration, bringing Coca-Cola Classic to the shelves on July 11, 1985. New Coke wasn’t completely dead, however. It survived for many years, eventually being renamed Coke II in 1992, which survived until being discontinued in 2002.
