(TV) A lesson in new Coke

[Scott Simpson <SSimpson@nyc.rr.com>]

Mark Ryan writes:

Nobody really needs to go see rock concerts: it's a luxury item.
If people stopped for one month it would be the end of TicketMaster.

If this sounds too idealistic, remember what happend with the "New Coke".
The market sent a clear message to Coca-Cola Company that it is unlikely
ever to forget.

I'm guessing this is waaay off-topic, but FYI.

The New Coke campaign was perhaps the most brilliant marketing ploy of the 
last 50 years.  Here's what happened.

Coke uses sugar.  Sugar is cheap everywhere in the world except in the US, 
where sugar markets are protected through tarriffs.  Coke everywhere else 
is cheap to produce except in the US, the biggest market in the world. 
 Furthermore, when coke began distributing to private bottlers in the US in 
the early part of the 20th Century, the contract was iron clad and through 
the late seventies-early eighties, became a huge hassle that other soft 
drink manufacturers (with later contracts with distributers) didn't have to 
deal with.

Plan:

Take original Coke off the market for 6 months.

Hire Bill Cosby to tell us that this new Coke is even better.

All contracts with existing distributers are now null and void

Change formula in original Coke to now use corn sweetener (much more cost 
effective)

Respond to public outcry and bring original Coke back on market with much 
mea culpa and fanfare.

Six months later, similar Coke is restored and widely hailed as victory of 
the people.

Six months off the market, people can no longer compare original Coke with 
Coke Classic

Coke now cheaper to make in US

Stockholders happy, we happy, world happy.


BTW, look at the ingredients of Coke in US and the second ingredient is 
high fructose corn syrup.  Pick up that same bottle in Dom Rep, Mexico, 
Canada or where ever and that second ingredient is sugar.

The recipe never changed outside of the US.

Scott Simpson
Just back from Niagara Falls with a case of Canadian Coke in his fridge.
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