MARKETING: A Coke by Any Other Name . . .

A Coke by Any Other Name . . .

Coca-Cola has always been the world's most popular soda. But in 1985 its Atlanta-based makers decided to replace it with New Coke, a sweeter concoction designed to challenge perennial opponent Pepsi. New Coke became the marketing fiasco of the decade. Within three months, soft-drink sippers loyal to the old formula forced its return; it reappeared as Coca-Cola Classic. Since then New Coke's market share has shriveled. Last week, in an effort to resuscitate the comatose cola, the company announced plans to test market New Coke under a new name: Coke II.

The campaign is the most blatant attempt yet to take...

Want the full story?

Subscribe Now


Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!