The Biggest Marketing Disaster Ever or Pure Genius?

Forum rules
As the title "Thoughtful and Intelligent Debates" implies we want quality discussion in this forum. If you're going to post a new topic or reply to one here please make sure it fits the following guidelines.

  • Clear and descriptive title for your topic.
  • You don't need to write a book but please have a reasonable amount of material to support or dispute what you are discussing.
  • Outside references to material to support or dispute your argument can be used but they should not wholly make up your argument. If for example you reference a news article please explain exactly what you are referencing and why.
  • Stay on topic, while topics will wander in the general forums we want to keep them strictly on topic in this forum. Flaming will not be tolerated at all.

The Biggest Marketing Disaster Ever or Pure Genius?

PostBy: Richard S. On: Wed May 05, 2010 9:03 pm

Little bit of history on this one, back in the early 80's you'll remember the Pepsi Challenge commercials. This was a hugely successful marketing campaign that was slowly taking a significant amount of Coke's market share after dominating the industry forever. Coke was on downward slide and needed to do something... In attempts to stop this loss of market share Coke decided to dump the original Coke and introduced New Coke which was pretty much a big failure and they continued to lose market share. A very short time later they reintroduced the original formula as "Classic Coke". The rest is history, the marketing campaign for this erased much of the gains Pepsi made and they haven't looked back since. New Coke? I dunno do they make it anymore?

There has been speculation that the reintroduction of Classic Coke was in the plans all along and the very short time span between the introduction of New Coke and the reintroduction of Classic certainty supports that. So the question is was this move pure genius or did they step in it? I will tell you one thing, if it was the plan that is one slick move.
Richard S.
 
Stoker Coal Boiler: Van Wert VA1200
Coal Size/Type: Buckwheat/Anthracite

Re: The Biggest Marketing Disaster Ever or Pure Genius?

PostBy: jpete On: Wed May 05, 2010 9:25 pm

Nobody is that smart.

"New Coke" was essentially Pepsi. I think they figured that so many people were switching, they must like the taste.

When they switched back, I think all the Coke fans, such as myself, thought they need to buy as much as humanly possibly or they might lose it again.

I have 4 cases in the house right now. :)

Can't be too careful. Don't want to run out. :D
jpete
 
Hand Fed Coal Stove: Harman Mk II
Coal Size/Type: Stove, Nut, Pea
Other Heating: Dino juice

Re: The Biggest Marketing Disaster Ever or Pure Genius?

PostBy: rockwood On: Wed May 05, 2010 9:36 pm

Richard S. wrote:New Coke? I dunno do they make it anymore?

I don't think so but if they reintroduced it for a short time imagine how much they would sell. I'd buy some.
rockwood
 
Hot Air Coal Stoker Furnace: Stokermatic coal furnace
Hand Fed Coal Stove: Rockwood Stoveworks Circulator
Baseburners & Antiques: Malleable/Monarch Range
Coal Size/Type: Soft coal: Lump and stoker (slack coal)


Re: The Biggest Marketing Disaster Ever or Pure Genius?

PostBy: Richard S. On: Wed May 05, 2010 9:43 pm

jpete wrote:Nobody is that smart.


I wouldn't agree with that, I do not think it's too much of a stretch for someone to think of it. The bigger issue is the enormous risk involved and convincing others to go along with it... I mean you'd have to some really big ones to try it. :D
Richard S.
 
Stoker Coal Boiler: Van Wert VA1200
Coal Size/Type: Buckwheat/Anthracite

Re: The Biggest Marketing Disaster Ever or Pure Genius?

PostBy: coaledsweat On: Wed May 05, 2010 9:46 pm

Richard S. wrote:There has been speculation that the reintroduction of Classic Coke was in the plans all along and the very short time span between the introduction of New Coke and the reintroduction of Classic certainty supports that. So the question is was this move pure genius or did they step in it? I will tell you one thing, if it was the plan that is one slick move.

It wasn't planned IIRC, it just turned out well for them. One little detail that most people miss is that Coke Classic is not the same as the original Coke, the recipe was changed and they saved a fortune doing that on top of their rebounding sales.
coaledsweat
 
Stoker Coal Boiler: Axeman Anderson 260M
Coal Size/Type: Pea

Re: The Biggest Marketing Disaster Ever or Pure Genius?

PostBy: Dann757 On: Wed May 05, 2010 9:49 pm

Reminds me of the show Madmen.
Attachments
new coke.jpg
(15.16 KiB) Viewed 6 times
View: New PagePopup • Select:BBCode
[nepathumb]20628[/nepathumb]
Dann757
 

Re: The Biggest Marketing Disaster Ever or Pure Genius?

PostBy: CapeCoaler On: Sat May 08, 2010 3:21 pm

They changed from real sugar to corn syrup...
Corn syrup is much easier to handle and costs less...
Tastes different too...
Used a lot of corn syrup back in my candy making days...
Parkers Candy mill just burned a week ago and they had a big 1000 gallon tank for it...
CapeCoaler
 
Stoker Coal Boiler: want AA130
Hand Fed Coal Stove: DS Machine BS#4, Harman MKII, Hitzer 503,...
Coal Size/Type: Pea/Nut/Stove

Re: The Biggest Marketing Disaster Ever or Pure Genius?

PostBy: Paulie On: Sun May 09, 2010 1:14 am

They stepped in it :shock: , and got lucky with the fix.
Paulie
 
Stove/Furnace Make: leisure Line
Stove/Furnace Model: Pioneer

Re: The Biggest Marketing Disaster Ever or Pure Genius?

PostBy: Duengeon master On: Sun May 09, 2010 8:20 am

High fructose corn syrup (hfcs) is the number two ingredient in just about everything. I have had the pleasure of drinking both coke and pepsi without hfcs. it is like drinking a different product. hfcs leaves a syrupy after taste, where sugar leaves a (sticatto) taste. (those who can read music understand) I find sugar tastes MUCH better than hfcs.
Duengeon master
 
Hand Fed Coal Stove: Harmon Mark III
Coal Size/Type: Anthracite pea and nut mix. Bituminous lump

Re: The Biggest Marketing Disaster Ever or Pure Genius?

PostBy: jpete On: Sun May 09, 2010 1:02 pm

I think Coke was using HFCS long before the "New Coke" debacle. The US puts a giant tariff on imported cane sugar. That's we we use it here and most other countries use sugar. It's also why Hawai'i is a state.
jpete
 
Hand Fed Coal Stove: Harman Mk II
Coal Size/Type: Stove, Nut, Pea
Other Heating: Dino juice