The campaign was a huge success, and surveys likewise showed that more than three-quarters of the target market were aware of the ads within two days. It is most frequently mentioned as a cautionary tale among businesses against tampering too extensively with a well-established and successful brand.
Growth in the full-calorie segment would have to come from younger drinkers, who at that time favored Pepsi by even more overwhelming margins than the market as a whole. InJoel Dubow, a professor of food marketing at St.
Many of these drinkers were Southerners, some of whom considered Coca-Cola a fundamental part of their regional identity.
Their presence in focus groups tended to negatively skew results as they exerted indirect peer pressure on other participants. The company received over 40, calls and letters, : It was therefore, in their opinion, a mistake to focus solely on the product and its taste.
He insisted that the containers carry the "New! He even threw a tenth anniversary party for New Coke in and continued to drink it until his death in His organization eventually received over 60, phone calls.
Ads for New Coke were booed heavily when they appeared on the scoreboard at the Houston Astrodome. He and fellow researcher Nancy Childs tested mixtures of Coca-Cola Classic and Coke II and found that the gradual changes of taste were not noticed by a significant number of tasters.
While that has become conventional wisdom in the ensuing years, some analyses have suggested otherwise. Its bottlers, and not just the ones still suing the company over syrup pricing policies, were expressing concern. Coca-Cola Classic did not need much help, with a "Red, White and You" campaign showcasing the American virtues many of those who had clamored for its reintroduction had pointedly reminded the company that it embodied.
The 20 bottlers still suing Coca-Cola made much of the change in their legal arguments.
Sales figures from those cities, and other areas where it had been introduced, showed a reaction that went as the market research had predicted. Some who tasted the reintroduced formula were not convinced that the first batches really were the same formula that had supposedly been retired that spring.
When this group was given a chance to try all three in a blind test, New Coke slightly edged out Pepsi, but many drinkers reacted angrily to finding they had chosen a brand other than their favorite.
Old cans containing New Coke were identified by their gold colored tops, while glass and plastic bottles had red caps instead of silver and white, respectively.
Many reported that some acquaintances and even friends and relatives had ostracized them, or had expressed displeasure in other emotionally hurtful ways.The Real Lesson of New Coke: The Value of Focus Groups for Predicting the Effects of Social Influence By Robert M.
Schindler n Aprilthe management of Coca-Cola Co. announced its decision to change the flavor of the cotnpany's flagship brand.
As soon as New Coke was introduced, the new thing to do when they visited a small restaurant in Monaco and the owner of the restaurant proudly said they had "the real thing, it's a real Coke With a good talk on the problems of their research methodologies (focus groups v.
"Coke Lore (Knew Coke) — Snopes. Looks at the value of focus groups for predicting the effect of social influence. Events surrounding Coco-Cola Company's failure of reformation of Coke; Reason for failure; Market researchers; Predicting effects of social influence; Validity of focus groups results; Conclusions.
Although both the focus groups and the survey had provided indications that there would be consumer dissatisfaction, the survey results indicated that this dissatisfaction would be limited to a small segment of the market; the focus groups suggested the dissatisfaction would be widespread.
The Real Lesson of New Coke: The Value of Focus.
The Real Lesson of New Coke: The Value of Focus Groups for Predicting the Effects of Social Influence By Robert M. Schindler n Aprilthe management of Coca-Cola Co.
announced its decision to change the flavor of the cotnpany 's flagship brand. The Real Lesson of New Coke: The Value of Focus Groups for Predicting the Effects of Social Influence The embarrassing failure of Coca-Cola's attempt to change the flavor of its flagship brand has hecome a textbook case of how mar.Download