Launching New Coke Markus Christen 2001
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This is a fascinating case study. I’m writing it from personal experience and honest opinion. Launching New Coke was an exciting project that started in 2001. I was at Coca-Cola for ten years when it happened. It was a groundbreaking move and took me by surprise when I saw the results. In this short report, I’ll tell you about the launch, marketing, and what really went wrong. Marketing One of the reasons for the success of the launch was marketing. The team behind
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Launching New Coke is probably the biggest disaster in marketing history. The idea of the new Coca-Cola was introduced with a big splash in 1994, on Christmas Day. The original message was simple and very clear – “This is different. This is better. It is refreshing and new, and it’s all natural. It’s not carbonated Coke, but it’s just as delicious.” So, the idea was great, a bold step for a company,
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“As part of our extensive product development strategy, we launched a new coke in 2001. At the time, we believed that the world was ready for a freshly squeezed beverage that delivered the same delicious taste, great refreshing quality, and the ability to enhance the overall flavor. In keeping with our long-held principle of bringing the best to market first, we embarked on a multi-year program to introduce a new, premium coke to the market. The launch of New Coke marked a
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Forbes Magazine reported that Coca-Cola CEO Andrew Liveris stated that Launching New Coke was the best thing that happened to Coca-Cola’s marketing since the Great Depression. This remark shocked Coke executives and consumers because Coke’s biggest marketing campaign in history (1985) was New Coke. New Coke was supposed to look, taste, and feel like Classic Coke but it was disastrous. Coke executives had planned for years to create a rebranding strategy that
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It was a disaster. The New Coke had been released on June 26, 2001 and was a major disappointment to most of the people. A new soft drink that was supposed to revive the long-lost love for Coke had flopped badly. see this page The launch was rushed, the marketing was sloppy and there was no marketing strategy. This was a classic case of too much focus on one element and not enough attention to other aspects like advertising, packaging, and pricing. The marketing was based on
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In 2001, my company launched a new Coke. We decided to experiment with some new flavors. For years, Coca-Cola had been focusing on Coke Zero, which was an all-purpose cola with zero calories. Coke Zero was a major success, and the brand grew quickly. We also produced the classic Coke flavors: Coke Classic, Coke Cherry, and Coke Pineapple. Coca-Cola had not been innovating for some time, so we felt that now was the time to