Creative Marketing: New Coke 1985
In 1985 Coca Cola launched a product called “New Coke” with all the bells, whistles and celebrity appearances that can be supported by one of America’s largest corporations. Prior to the release of New Coke they had not changed the formula for Coke for about a century. The marketing campaign for New Coke is recognized as one of the biggest marketing failures in history since Coke fans practically boycotted the change. Soon after this event, Coca Cola re-labeled their traditional formula as Coke Classic. Coke officials from the time period have gone on record saying that one of the reasons they failed in marketing New Coke is because they didn’t do the proper consumer research prior to the production and the release of the new product. Yet, some believe that Coca Cola had planned the entire thing as a publicity stunt and to re-ignite and re-solidify the fan following of traditional Coke. What do you think? Was it an epic mistake or was it one of the most crafty marketing plans in history? Watch the videos and leave your comments below.