The

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
• 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
• Pepsi became new leader in soda sales
• Outcome
• 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

5
The New Coke
Percent of all Soda Sales in U.S.

• 1984 Taste-Test Survey
• Old Coke vs. New Coke

45 55
6
The New Coke

• Overview
• New Coke itself was a product failure
• 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 Pepsis 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.asp. 30
  Sep 2003
• Shannon, Caitlin. New Coke. The Home Forum. 8
  Oct 1998.
• http//search.csmonitor.com/durable/1998/10/08/p9
  s3.htm . 30 Sep 2003
• Smith, Gary. New Coke versus Old Coke. 1998.
• http//www.lhs.logan.k12.ut.us/jsmart/cokedoc.ht
  m . 30 Sep 2003