Abstract

This case examines the launch of New Coke by Coca-Cola in 1985 in an attempt to capture the market share from its closest competitor, Pepsi., It discusses the reasons why Coca-Cola changed its formula, the financial and marketing implications of introducing a new product that did not appeal to consumers and how this experiment backfired., The case explores the deep feelings of Coca-Cola lovers for the company, its product and brand. The case also provides information on how the launch of New Coke benefited Coca-Cola and how according to analysts, a marketing blunder turned out to be a marketing ploy.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Reformulating an established and successful product and its implications.

Keywords

New Coke, Coca-Cola, 1985, market share, closest competitor, Pepsi, financial, marketing implications, appeal, consumers, experiment, backfired, deep feelings, Coca-Cola lovers, product, brand, analysts, marketing blunder, marketing ploy