Not the same old formula.
In recent years, companies have
learned how dangerous it is to change the ingredients of a successful brand.
Exactly 30 years ago, in April 1985, Coca-Cola changed its formula and
introduced a product called "New Coke." The response was
overwhelmingly negative, and within three months, the original formula was back
on the market.
Just how bad was it? The company
hotline received 1,500 calls a day, almost four times what they usually logged.
Psychiatrists listened in on calls and heard people talking as though they were
grieving the death of a family member.
Southerners saw the change through
the lens of the Civil War, describing it as yet another surrender to the
Yankees. Even Fidel Castro despised New Coke, reportedly calling it "a
sign of American capitalist decadence."
Bottom line: Be careful when you
change a successful brand. You might end up breaking something that does not
need fixing.
Oddly enough, Coke has decided to
change its formula once again, offering a new version called "Coca-Cola
Life." It was launched in Argentina before being test-marketed in the
United Kingdom, and came to the United States in September 2014. People are
wondering if it is healthier than regular Coke, since its formula contains a
sweetener from natural sources. "Coca-Cola Life" will get its
sweetness from sugar and stevia, which is derived from a plant in the
chrysanthemum family. Instead of regular Coke's 140 calories per can, Life will
have 89.
It competes with Pepsi True, also made with stevia.
Coca-Cola has started offering
Life. Here is what one person ponders about the new Coke.
For a moment, imagine the marketing
meeting that must have taken place when they decided on the branding of this
new product. Was there not anybody in that room who thought that naming it
Coca-Cola Life was a terrible idea? What does that make normal Coca-Cola with
its normal amount of sugar — Coca-Cola Death?[1]
This move
of Coke toward Life, and even Pepsi toward Truth, might suggest a sermon for
some preachers.
[1] Gary
Bainbridge, "Coca Cola Life, and why you can't have it both ways,"
Mirror, October 9, 2014, mirror.co.uk.
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