If you’ve ever heard the phrase “If it ain’t broke, don’t fix it,” then you’re familiar with the lesson that Coca-Cola learned the hard way back in 1985. The soft drink giant made one of the most infamous marketing blunders in history with the launch of New Coke, a product that no longer graces the shelves today.
The Rise and Fall of New Coke: Why Did Coca-Cola Change Its Formula?
Coca-Cola, founded in 1886 in Atlanta, Georgia, was beloved for two things: its refreshing taste and its iconic red branding. But by the early 1980s, the company was facing increased competition from diet sodas and non-cola drinks. Over the course of 15 years, Coca-Cola began to lose market share.
To regain its dominance, Coca-Cola made the bold decision to change its formula. After conducting taste tests with 200,000 consumers, the company found that many preferred the taste of the new formula over the original. Coca-Cola executives were convinced this was the way forward—only they didn’t anticipate how deeply the American public felt about the original drink.
The Chaos Surrounding the Launch of New Coke
On April 23, 1985, Coca-Cola launched New Coke, and the backlash was immediate and intense. The public was furious. People took to the streets to protest the new formula, and calls to Coca-Cola’s customer service lines skyrocketed. In fact, some individuals became so upset that they spent large sums of money to rally against the change.
One consumer, Gay Mullins, famously spent $30,000 and three weeks of his time to campaign for the return of the original recipe, arguing that removing it was “un-American” and took away his “freedom of choice.”
As for the product itself, many consumers found New Coke too sweet and compared it to its competitor, Pepsi. The public’s distaste for the new formula became undeniable. Just 79 days later, Coca-Cola made the decision to reintroduce the original formula under the name “Coca-Cola Classic.”
The Impact on Coca-Cola and the Legacy of New Coke
Despite the overwhelming criticism, the New Coke episode was not a total failure for the company. In fact, Coca-Cola’s market share increased. Within six months of New Coke’s launch, Coca-Cola’s sales were rising at twice the rate of Pepsi. By the end of 1985, Coca-Cola Classic was outselling both New Coke and Pepsi.
Even though Coca-Cola spent $30 million on the production of New Coke and another $4 million on market research, the end result was a marketing win. Coca-Cola Classic’s resurgence proved just how strong the brand’s legacy was, solidifying the company’s dominance once again.
Can You Buy New Coke Today?
Although New Coke is no longer available in stores, it has gained a cult following over the years. In 2020, Coca-Cola released a limited edition “Stranger Things” collector’s pack that included two cans of New Coke, which sold on Amazon for $39.99. While the product is no longer available through regular channels, curious buyers can still find cans of New Coke on resale sites like eBay.
The Takeaway: Was New Coke Really a Mistake?
Coca-Cola’s New Coke might be remembered as one of the most infamous product flops of all time, but the reality is that the campaign achieved exactly what the company intended: it reminded the world just how much people loved the original Coca-Cola formula. New Coke may no longer exist, but its legacy still serves as a valuable lesson in marketing and brand loyalty.
In the end, Coca-Cola’s $34 million mistake turned into a massive win. While it wasn’t the smoothest path to success, it proved that sometimes a bold move can bring the biggest rewards, even if the outcome isn’t what you initially expected.
