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Posted on 07/11/2025 3:14:05 PM PDT by nickcarraway
One of the biggest marketing blunders in history was rectified on July 10, 1985, when Coke executives announced that the soda’s original formula would return as Coca-Cola Classic.
Less than three months earlier the soft-drink company had rolled out its updated version of Coca-Cola. Informally referred to as “New Coke,” it marked the first change to the signature soda’s recipe in 99 years.
Officially, the brand claimed it was re-energizing its famous drink, but the reasoning went much deeper than that. In 1985, Coke had seen its popularity among consumers declining, with many soda drinkers switching to Pepsi during an era colloquially called the "cola wars." Fearful of losing their position as the dominant soda on the market, executives pushed forward with the New Coke concept.
“The best has been made even better,” declared CEO Roberto Goizueta at a press conference announcing New Coke. “Some may choose to call this the single boldest marketing move in the history of the packaged goods business. We simply call it the surest move ever made. Simply stated, we have a new formula for Coke.”
"This has got to be the boldest consumer products move of any kind of any stripe since Eve started to hand out apples," remarked Jesse Meyers, publisher of Beverage Digest, at the time.
New Coke was released on April 23, 1985, with red-carpet celebrations across the country. The updated recipe was sweeter than its predecessor, a formula the company claimed was overwhelmingly popular during blind taste tests. Despite this, backlash against New Coke was swift and deafening.
Letters flooded into the Coca-Cola corporate offices, as angry fans started petitions demanding the return of the original formula; some even threatened class-action lawsuits against the company. A protest group called the Old Coca-Cola Drinkers of America was founded and released anti-New Coke pins and posters, championed its cause within the media, and became the nation’s most vocal organization arguing for the return of Coke’s traditional recipe.
Regionally, Coke’s biggest market share was in the South, where the Atlanta-based company had a loyal following among soda drinkers. In that part of the U.S., consumers interpreted Coke’s change through a Civil War lens, arguing that the company had crumbled under pressure from a “Yankee counterpart” - the New York-based Pepsi. “To concede to competition, I think it cheapens them and makes them look yellow,” remarked consumer E.K. Maxwell, as recalled in the book The Real Coke, the Real Story.
Another book, For God, Country and Coca-Cola, claims the outrage even turned violent: "In Marietta, Ga., a Coca-Cola delivery man was assaulted by a woman with an umbrella while he stocked a grocery store shelf with New Coke. 'You bastard,' she yelled, 'you ruined it – it tastes like shit!' When a nearby Pepsi driver snickered at the scene, she blasted him as well. 'You stay out of it! This is family business. Yours is worse than shit!'”
Just 78 days after the launch of New Coke, executives issued a mea culpa, returning the original formula under the name Coke Classic. The decision was headline news.
“There is likely no other country in the world where an evening broadcast such as this would begin with the news that a popular soft drink was going to reintroduce its original formula,” noted ABC News anchor Peter Jennings. “But this is America and Coca-Cola is part of Americana. This is a story of big business, enormous advertising and a company that found out the hard way, if it ain’t broke, don’t fix it. The old Coke is coming back”
Even though the company claimed New Coke would still be its marquee drink, the soda quickly disappeared from store shelves. It remains a legendary marketing mistake, but also a classic ‘80s pop-culture reference. Case in point: In 2019, the creators of the hit Netflix series Stranger Things promoted their third season (scripted to take place in 1985), by bringing back New Coke in a limited cross promotion.
Coke has introduced many new cola flavors since the New Coke debacle, including cherry, vanilla and orange-vanilla varieties. The link between soda and serious health problems, such as obesity and diabetes, has also caused the company to create healthier alternatives, such as Coke Zero and Coca-Cola Life. Still, the brand has never again messed with its classic brand or its recipe, clearly learning from the 1985 mistake.
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After a couple of years when Original Coke replaced New Coke, I more understood the previous scheme was a marketing scam to cover for a production change over.
Coca Cola prior to New Coke had white foam when poured or dispensed, from the use of cane sugar in production.
New Coke used corn syrup and marketing had to convince consumers that the Original Coke, then Classic Coca Cola replacing the failed New Coke was the real thing…is was not.
The bottlers for Coca Cola had already permanently changed manufacturing to use of corn syrup with it’s brown foam.
Meskin Coca Cola is their only original product and has white foam from cane sugar.
All a marketing scam to introduce corn syrup into production.
You got that right. Occasionally you can find cane sugar Dr. Pepper and Frostie Rootbeer.
Sugar Cane soft drinks especially Coca Cola had a lot stronger kick to the taste. A lot better with peanuts in them also than corn syrup Coke.
I couldn’t stand Coke back then, but I did like the new Coke.
Max Headroom was absolutely annoying
My nickname was eight ball in college. Oh wait wrong Coke thread.
Bring back the Cane Sugar!
I remember Bill Cosby was hired by new Coke as a celebrity spokesman.
Looking back, it’s likely the Cos had his own blend of new Coke for those special occasions.
Mr. Pibb.🤣
I’m the guy in the corner at a house party meme...”They don’t know I’m a root beer guy.”
The whole thing was done to disguise the fact they swapped out sugar for high-fructose corn syrup ...
>>> Mexican coke is the best.<<<
Agreed. That’s the only kind I’ll drink. That’s what it tasted like before New Coke. They didn’t go back to the original formula after that.
I’d swear of senior mgrs today must have read this case in business school as a “how to” guide......based on some of the idiotic decisions seen.
“All a marketing scam to introduce corn syrup into production.”
I don’t know the current formulation used in Europe but I do know back in the 70s the usual sweetener in soft drinks was derived from sugar beets, not cane sugar. There were multiple acres planted to sugar beets because it was more cost-effective than importing cane sugar.
The common lament among those about to rotate back to the US was the anticipation of “real Coke”, round doorknobs (lever handles in EU), & plenty of ice in your soft drink cup at McDs.
40 years ago today I was living it up as a recent high school grad.
Beautiful white 78 Camaro, super cool job, and a fun new gf.
New Coke was the last thing on my mind.
Wish I could go back.
Ahhh the summer of ‘85...
That’s because it’s what we drank back in the 70s and early 80s before the switch to high fructose corn syrup. I remember the switch when our high school science teacher told us about it. (1984)
40 years later. I guess it’s time for the Cola Wars’ survivors to start creeping back out of the jungle.
Pibb still around?
Called Pibb Xtra now.
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