Vem vill köpa Coke II? Inte många tydligen...
Sjukt egentligen hur fäst man kan bli vid ett visst varumärke och hur upprörd man kan bli över att de byter design eller varumärkesnamn. Detta är ett levande bevis på att varumärkeskommunikation är ytterst viktigt!
New Coke was the unofficial name of the sweeter formulation introduced in 1985 by The Coca-Cola Company to replace its flagship soft drink, Coca-Cola. Properly speaking, it had no separate name of its own, but was simply the new version of Coke, until 1992 when it was renamed Coca-Cola II. Public reaction to the change was devastating, and the new cola quickly entered the pantheon of major marketing flops. Company headquarters in Atlanta started receiving letters expressing anger or deep disappointment. Over 400,000 calls and letters were received by the company. A psychiatrist Coke hired to listen in on phone calls to the company hotline, 1-800-GET-COKE, told executives some people sounded as if they were discussing the death of a family member.
New Coke was a disaster not because it was crap (although it most certainly was), but because the consumer sheeple were too attached to their brand of cola which hadn't been changed since 1903 when the good stuff (cocaine) was taken out. The failure of the “new” formula points to the psychology of branding and consumer attachment to a freaking soft drink. It was only 3 months later when Coke Classic was brought back to appease the raging hordes of angry soda drinkers who were obviously in some sugar-induced maniac state. The Coke Classic did so well that it outsold the new coke and Pepsi, leading to some conspiracy theories that this was all planned in advance.
The subsequent reintroduction of Coke's original formula led to a significant gain in sales.
Källa och mer intressanta misstag
New Coke was the unofficial name of the sweeter formulation introduced in 1985 by The Coca-Cola Company to replace its flagship soft drink, Coca-Cola. Properly speaking, it had no separate name of its own, but was simply the new version of Coke, until 1992 when it was renamed Coca-Cola II. Public reaction to the change was devastating, and the new cola quickly entered the pantheon of major marketing flops. Company headquarters in Atlanta started receiving letters expressing anger or deep disappointment. Over 400,000 calls and letters were received by the company. A psychiatrist Coke hired to listen in on phone calls to the company hotline, 1-800-GET-COKE, told executives some people sounded as if they were discussing the death of a family member.
New Coke was a disaster not because it was crap (although it most certainly was), but because the consumer sheeple were too attached to their brand of cola which hadn't been changed since 1903 when the good stuff (cocaine) was taken out. The failure of the “new” formula points to the psychology of branding and consumer attachment to a freaking soft drink. It was only 3 months later when Coke Classic was brought back to appease the raging hordes of angry soda drinkers who were obviously in some sugar-induced maniac state. The Coke Classic did so well that it outsold the new coke and Pepsi, leading to some conspiracy theories that this was all planned in advance.
The subsequent reintroduction of Coke's original formula led to a significant gain in sales.
Källa och mer intressanta misstag
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