Marketing: A Flat Year for Coke

A Flat Year for Coke

When Coca-Cola Chairman Roberto Goizueta announced in April that the company was changing the secret formula of Coke, he proclaimed that "the best has been made even better." After public outrage forced Goizueta to bring back the original brew as Coca-Cola Classic in July, he still hoped that the sweeter taste of new Coke would catch on. So far, however, the majority of Coke buyers seem to prefer the Real Thing. The company has not released comparative sales figures, but a survey by Beverage Digest showed that in seven of ten markets studied, Classic is outselling new Coke by an "overwhelming"...

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