Coca Cola Classic – New Coke Fiasco Marks 30th Anniversary

The Summer of 1985 will forever be remembered for many things;  we were a good year into the second term of President Ronald Reagan, the Cold War raged on, Live Aid happened, and an iconic American brand messed with their heritage.

For those who remember, it's hard to believe it's been 30 years since the Coca Cola company gambled on their accumulated market share with the scrapping of its original formula and the introduction of a newer, sweeter product.  New Coke first appeared on store shelves on April 23, 1985.

The backlash started immediately.  Consumers who loved Coca Cola largely rejected the sweeter, flatter taste of the new product.  But perhaps more than the taste of the product they rejected the fact that an iconic brand had changed.  In some ways it was as if someone had altered the Statue of Liberty or painted the White House orange.

People hoarded their supplies of "old" Coke.  Protests sprung up across the country.  It seemed like no one liked the new formula and everyone wanted the old stuff back.

After what seemed like a lifetime (even though it was less than 3 months in reality), the company announced that they were bringing back the old formula - calling it Coca Cola Classic.  For a number of years both styles of the soft drink were available on store shelves, however whatever market share the new formula had dwindled quickly.

Was it all a hoax? We'll probably never know.  Thirty years later, it seems quaint that a nation could get all wrapped up over a change to a food-related product.  One thing is certain:  No company will ever take the heritage of its brand for granted again.