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TIME: Almanac 1993
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TIME Almanac 1993.iso
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031990
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0319201.000
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1992-08-28
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BUSINESS, Page 53Business NotesMARKETINGA Coke by Any Other Name . . .
Coca-Cola has always been the world's most popular soda. But
in 1985 its Atlanta-based makers decided to replace it with New
Coke, a sweeter concoction designed to challenge perennial
opponent Pepsi. New Coke became the marketing fiasco of the
decade. Within three months, soft-drink sippers loyal to the
old formula forced its return; it reappeared as Coca-Cola
Classic. Since then New Coke's market share has shriveled. Last
week, in an effort to resuscitate the comatose cola, the company
announced plans to test market New Coke under a new name: Coke
II.
The campaign is the most blatant attempt yet to take on the
Real Thing's rival. "Coke II will be directed at Pepsi
drinkers," Coca-Cola spokesman Randy Donaldson admits. "It will
offer them two things: real cola taste plus the sweetness of
Pepsi." Coke II's packaging will even carry the red, white and
blue colors familiar to Pepsi fanciers. Should Coke II succeed,
market observers speculate that Coca-Cola Classic would be free
to revert to its original name: Coca-Cola.