{"id":379,"date":"2015-04-23T11:26:00","date_gmt":"2015-04-23T15:26:00","guid":{"rendered":"http:\/\/blogs.library.american.edu\/mediaservices\/2015\/04\/23\/after-30-years-new-coke-is-still-a-black-mark-in-marketing-history\/"},"modified":"2015-04-23T11:26:00","modified_gmt":"2015-04-23T15:26:00","slug":"after-30-years-new-coke-is-still-a-black-mark-in-marketing-history","status":"publish","type":"post","link":"https:\/\/blogs.library.american.edu\/mediaservices\/2015\/04\/23\/after-30-years-new-coke-is-still-a-black-mark-in-marketing-history\/","title":{"rendered":"After 30 years, New Coke is still a black mark in marketing history"},"content":{"rendered":"\n\n\n\n
<\/a><\/td>\n<\/tr>\n
from Coca-Cola: The Real Story Behind the Real Thing<\/i><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Thirty years ago today, Coca-Cola unveiled New Coke, a Pepsi-like formula that replaced the original Coca-Cola in stores. In retrospect, this is regarded as one of the worst marketing decisions in history. Fans considered the change a betrayal and stockpiled the classic Coke in an act of consumer protest. The Coca-Cola Company relented and re-introduced the original formula within three months, saving Coke from long-term brand damage.<\/p>\n

If you were born after the 80s, you probably never encountered New Coke (or Coke II, as it was later named). Luckily, the frantic media coverage of the Coke switch-up ensures that we have some documentation of the fallout. We found a good segment from Films on Demand about the release of New Coke and its competition with Pepsi<\/a>; it’s short, but it gets to the point and shows the extreme value of the Coca-Cola brand.<\/p>\n

It might also be useful to catch up a bit on the importance of branding and image \u2013 and why Coca-Cola frantically moved to maintain them. To this end, we offer three streaming documentaries that specifically discuss Coca-Cola iconography: Power of Brands<\/a><\/i>, Understanding Brands<\/a><\/i>, and In Brands We Trust<\/a><\/i>. Each runs under an hour and can be viewed from your choice of device as long as you long in with your AU library account.<\/p>\n

The New Coke debacle will likely be discussed for decades in business courses as a prime example of well-intentioned marketing gone awry. We’re glad there’s video evidence of this calamity, and today is a great time to revisit it through our streaming collections\t\t<\/p>\n","protected":false},"excerpt":{"rendered":"

from Coca-Cola: The Real Story Behind the Real Thing Thirty years ago today, Coca-Cola unveiled New Coke, a Pepsi-like formula that replaced the original Coca-Cola in stores. In retrospect, this is regarded as one of the worst marketing decisions in history. Fans considered the change a betrayal and stockpiled the classic Coke in an act […]<\/p>\n","protected":false},"author":18,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22],"tags":[69,290,355,377],"class_list":["post-379","post","type-post","status-publish","format-standard","hentry","category-streaming-video","tag-business","tag-related-movies","tag-timely-things","tag-video"],"_links":{"self":[{"href":"https:\/\/blogs.library.american.edu\/mediaservices\/wp-json\/wp\/v2\/posts\/379","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.library.american.edu\/mediaservices\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.library.american.edu\/mediaservices\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.library.american.edu\/mediaservices\/wp-json\/wp\/v2\/users\/18"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.library.american.edu\/mediaservices\/wp-json\/wp\/v2\/comments?post=379"}],"version-history":[{"count":0,"href":"https:\/\/blogs.library.american.edu\/mediaservices\/wp-json\/wp\/v2\/posts\/379\/revisions"}],"wp:attachment":[{"href":"https:\/\/blogs.library.american.edu\/mediaservices\/wp-json\/wp\/v2\/media?parent=379"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.library.american.edu\/mediaservices\/wp-json\/wp\/v2\/categories?post=379"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.library.american.edu\/mediaservices\/wp-json\/wp\/v2\/tags?post=379"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}