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Among advertising legends, New Coke looms large. Instead of approval, protests erupted. Angry fans of the old Coke recipe even sued the company. Thanks to the new season of Stranger Things , , cans of New Coke will be available for a limited time. While the Duffers concocted a new season of supernatural adventures, Coca-Cola employees painstakingly recreated ads and can prototypes from scratch and began fine-tuning the New Coke recipe once again. In short: The myth is a lie. In fact, Coke was losing out to Pepsi, especially at grocery stores, and sales were slipping. Coca-Cola had no reason to predict the backlash against New Coke, either. Years of taste tests concluded, definitively, that consumers preferred the taste and carbonation of New Coke. In the months after New Coke launched, sales climbed. Newspapers and phone surveys concluded that customers were happy with the change. The backlash, then, had to be manufactured — specifically, by a Seattleite named Gay Mullins, who established a complaint hotline called Old Cola Drinkers of America to channel protests against New Coke. The group provided an opportunity for disgruntled consumers to vent their anger, and venting to an eager audience caused the anger to grow. Sound familiar? Mullins hoped Coca-Cola would want to shut him up badly enough to offer a payout, or that Pepsi would arrange some kind of financial acknowledgement of their shared goal to bring the company down. It never happened. All of these details conspire to make the story of New Coke more than an open-and-shut business case study. We know this story. This is country music rebelling against Elvis or Lil Nas X. It is people cutting the logos off their socks. It is protesting your alma mater because it replaced its racist mascot with a bear. It is the undercurrent of every cover story ever written about kids these days. Frankly, I prefer the soda people to the rest of them. Not the Lost Causers, of course. Even if it was because a guy in Washington state wanted to make a quick buck. Maybe especially because a guy in Washington state wanted to make a quick buck. Every now and then they have to see the flames in the whites of your eyes. The story of New Coke, then, is a story about spin. Today, some people even argue that New Coke was an elaborately, intentionally planned disaster meant to reinforce brand loyalty from the start. Meanwhile, the Duffers have their own spin. The one I bought features phrases in English and Morse code as a way to explore the gaps between what we say and what we mean. Check out their shop here , and support local publishers instead of Amazon! Share this post. New Coke, who dis michelledelgado. Copy link. New Coke, who dis , cans of Coca-Cola's most controversial product are back in stores. Michelle Delgado. Jul 17, Discussion about this post Comments. Ready for more? Start Writing Get the app. Substack is the home for great culture. This site requires JavaScript to run correctly. Please turn on JavaScript or unblock scripts.
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