Case Study: Modern Communication Changes Everything?
In April 1985, 28 years ago today – Coca-Cola made the now-infamous decision to replace the secret formula of its flagship brand. The New Coke introduction, which critics called the business blunder of the century and cynics declared an unintended stroke of marketing genius, unleashed an avalanche of calls, letters, protests and bad press.Extensive research leading up to the launch showed that consumers preferred the taste of New Coke. But what the tests didn''t reveal was the emotional bond consumers felt with their Coca-Cola. Loyalist clubs and protest groups formed almost overnight, and consumers from coast to coast hoarded and even scalped cases of “old” Coke. What if new Coke was launched today? How would the modern communication channels and best practice influence this? See what an excellent case study our colleague from Burson-Marsteller presents: http://www.coca-colacompany.com/stories/new-coke-and-new-media-reimagining-the-infamous-product-launch-in-the-digital-era