- On one extreme: 100% legit. Coca-Cola, panicking over the rising popularity of Pepsi, messed around with it’s 100 year old reputation and, indeed, committed the “the biggest marketing blunder of all time.”
- On the other extreme: 100% calculated. Coca-Cola, panicking over the rising popularity of Pepsi, staged a reinvention (and subsequent reversion), manufacturing controversy and ultimately reminding consumers how much they really did prefer the original recipe to the competition.
I most certainly lean the former. I do believe that New Coke was a legitimate recipe, knee-jerkingly crafted specifically to compete with the surging market share of Pepsi. The outrage that resulted, and Coca-Cola’s subsequent reintroduction of Coca-Cola Classic to insane market share, was an accidental positive consequence of their misguided decision to play with the recipe that made them famous. Regardless of what one believes is the truth, two things are certain: Pepsi was a legitimate contender, and Coca-Cola was freaking out. From those, a 3rd undeniable reality emerged: America was all-in on Soft Drink Wars!
Beverage distributors used to set up shop outside of our neighborhood Kohl’s Food Store (yes Kohl’s was also a grocery outlet when I was a kid) and Mayfair Mall and conduct blind taste tests. The “Pepsi Challenge” van would show up and the people would line up to secure proof of their allegiance, often emerging surprised at the result. The reward? The 1980s version of the “I Voted” sticker…a button.
It was on this day, July 11, 1985, that the news broke that Coca-Cola Classic was back, effective immediately! And in case you’ve ever wondered to yourself, “I wonder what soda Nick preferred when he was 10,” (which I’m certain you haven’t), here you go. From the Grand Hotel on Mackinac Island…I chose Coke (proudly displayed amidst a sea of pointed adornments on my jean jacket)!
[History]
