Coca-Cola was approaching its 100th birthday on 23rd April, 1985, when it unveiled a new beverage at New York City's Lincoln Center: the ‘smoother, rounder, bolder’ flavour of ‘New Coke’.

The success of Diet Coke had fragmented the market, and, in response to Pepsi's aggressive marketing campaigns targeting younger consumers, Coke had sought to introduce a sweeter formula. But, instead of offering the new formula alongside the original, they made the catastrophic decision to discontinue their classic recipe, known as Merchandise 7X. 

The company had conducted extensive taste tests involving 190,000 consumers, which indicated a preference for the new formula. However, these tests overlooked the deep emotional connection many had with the original Coke. Protest groups like the Society for the Preservation of the Real Thing and Old Cola Drinkers of America, founded by Gay Mullins, emerged, reflecting the public's dissatisfaction, and, just 79 days after the launch, on July 11th, 1985, Coca-Cola held a press conference to announce the return of the original formula - now branded as "Coca-Cola Classic." 

In this episode, Arion, Rebecca and Olly reveal those hardcore cola fans who stockpiled soda like it was gold; uncover the psychiatrist’s opinion that Coke’s most committed customers were behaving as if they’d experienced a bereavement; and consider the conspiracy theories that suggest Coca-Cola engineered the whole debacle deliberately…

Further Reading: 

• ‘Coke, The Taste That Distresses’ (The Washington Post, 1985): https://www.washingtonpost.com/archive/lifestyle/1985/06/07/coke-the-taste-that-distresses/1f0758dd-98a2-4a9d-ae1c-c188c2228354/

• ‘New Coke Didn’t Fail. It Was Murdered’ (Mother Jones, 2019): https://www.motherjones.com/food/2019/07/what-if-weve-all-been-wrong-about-what-killed-new-coke/

• ‘1985: Coca-Cola launches new Coke’ (CBS Evening News, 1985): https://www.youtube.com/watch?v=a8j97dOLsyk

#80s #Advertising #Mistakes #Food

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The Retrospectors are Olly Mann, Rebecca Messina & Arion McNicoll, with Matt Hill.

Theme Music: Pass The Peas. Announcer: Bob Ravelli. Graphic Design: Terry Saunders. Edit Producer: Ollie Peart

Copyright: Rethink Audio / Olly Mann 2025.

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