1. The “New Coke” (“Coke II”) Cole Camplese IST 110 Cole Bowman September 30, 2003

2. The New Coke Background After WWII, the market share of soda that Coca-Cola controlled steadily decreased. In 1985, with Pepsi catching up in sales, Coca-Cola decided to change its chemical formula and release a new soda; “New Coke” (a.k.a. “Coke II”).

3. The New Coke Reasons for Failure: During testing Americans said they liked the taste of Coke II better, because of this the original Coke was completely pulled off the shelves During testing Americans said they liked the taste of Coke II better, because of this the original Coke was completely pulled off the shelves The public hated the idea that they could no longer purchase the original, and millions boycotted the new product The public hated the idea that they could no longer purchase the original, and millions boycotted the new product

4. The New Coke Results of Coke II: Sales plummeted to record low Sales plummeted to record low Pepsi became new leader in soda sales Pepsi became new leader in soda sales Outcome: Coca-Cola decided to re-release the original as “Coca-Cola Classic” Coca-Cola decided to re-release the original as “Coca-Cola Classic” Sales sky-rocketed and Coca-Cola came out on top in sales over Pepsi after the following fiscal year Sales sky-rocketed and Coca-Cola came out on top in sales over Pepsi after the following fiscal year

5. The New Coke 1984 Taste-Test Survey: Old Coke vs. New Coke 45%55% Percent of all Soda Sales in U.S.

6. The New Coke Overview New Coke itself was a product failure for Coca-Cola. However, in the long for Coca-Cola. However, in the long run this failure turned into a great success as the original hit the shelves again as “Coca-Cola Classic”; and its sales increased over Pepsi’s to recapture the Soda King Crown.

7. The New Coke Works Cited www.Coca-Cola.com “Knew Coke”. 2 May 1999. http://www.snopes.com/cokelore/newcoke.asphttp://www.snopes.com/cokelore/newcoke.asp. 30 Sep 2003 http://www.snopes.com/cokelore/newcoke.asp Shannon, Caitlin. “New Coke”. The Home Forum. 8 Oct 1998. http://search.csmonitor.com/durable/1998/10/08/p9s3.htmhttp://search.csmonitor.com/durable/1998/10/08/p9s3.htm. 30 Sep 2003 http://search.csmonitor.com/durable/1998/10/08/p9s3.htm Smith, Gary. “New Coke versus Old Coke”. 1998. http://www.lhs.logan.k12.ut.us/~jsmart/cokedoc.htmhttp://www.lhs.logan.k12.ut.us/~jsmart/cokedoc.htm. 30 Sep 2003 http://www.lhs.logan.k12.ut.us/~jsmart/cokedoc.htm