Today from WXYZ 7 in Detroit:
Quote:
(CNN) -- Coca-Cola is hoping a failed product from the 1980s will help it go viral in 2019.
The company is bringing back a limited number of New Coke cans in honor of the upcoming third season of "Stranger Things," in which the product is featured.
"Stranger Things" creators Ross and Matt Duffers came up with the idea to bring New Coke back as a way to promote the show, which will start streaming on Netflix on July 4. The third season of the show takes place during the summer of 1985 — when Coca-Cola debuted a new recipe for its iconic beverage.
So-called New Coke was a flop: Consumers reacted so poorly to the new drink that Coca-Cola pulled it from shelves after a few months. New Coke was rebranded as Coke II, and sold in some places after 1985. But this is the first time Coca-Cola is bringing back New Coke with that branding.
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In my MBA marketing class we each had to research infamous product “failures.” I was assigned “New Coke.” In the early to mid 80’s they were facing major competition from Pepsi. The big thing back then were so called “taste tests.” Research had indicated that consumers preferred a “sweeter” drink like Pepsi. After its debut in 1985, Coca Cola pulled the original version. Consumers reacted and hoarded the “old” coke. Psychologically the idea of it being “gone forever” drove demand for the original formula. Eventually Coca Cola backtracked and re-released the old formula as “Coke Classic.” The “new” formula was sold into the 90’s as “Coke II.” Today what you buy at the store as “Coke” is essentially the original formula.
Many people at the time including some marketing experts thought CocaCola had done this intentionally to revive interest in their product. I came to the conclusion that it had been a “major fuckup” (yes I put that in my paper). CocaCola’s research was faulty and they failed to take into account the psychological aspects of this decision. Either way it cost CocaCola millions. Very risky and expensive marketing strategy if that was the intent. But the controversy did revive interest and increase sales. So… over 30 years later, the debate goes on.
Starting in the early 90's, “New” Coke was re-branded “Coke II.” I have tried “Coke II.” It was “different” somehow. Not bad. But not earth shaking either. Just OK. I usually drank Pepsi as a kid. In high-school and college I used to consume SoBe “Lizard Lightning” regularly. This, caffeine, testosterone, and lots and lots of vitamin supplements worked for football. Now we have many more and better healthier choices available to us. When I do drink Coke it is the so-called “Mexican Coke" made with real sugar.
I am too young to remember this commercial but given what we know today I’m not sure it helped… The first thing I'm thinking is "OMG! He's putting something in her drink."
In 1985, here’s what Mr. Cosby had to say about New Coke:
Quote:
"Attention Pepsi drinkers, introducing the new taste of Coca-Cola, the best Coca-Cola ever. That's all I'm going to say, in fact that's all I have to say. No more words."
- Bill Cosby
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I'm not sure exactly how Bill Cosby appealed to younger consumers. My favorite commercials however featured “Max Headroom” a character from a TV show of the late 80’s. This guy I DO remember.
The best comment I could find regarding “Coke II” was “Ew! Gross…”
(I realized I kept typing “New Cock.” Subliminal? Or just poor typing? 
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