Commercial Legacy
New Coke had the spotlight for only three months but casts a long shadow, in both the business world and popular culture, that can be seen today. It is most frequently mentioned as a cautionary tale among businesses against tampering too extensively with a well-established and successful brand.
"For a product so widely despised," noted AdWeek blogger Tim Nudd in 2006, more than two decades later, "New Coke (a.k.a. Coke II) still gets an admirable amount of ink." He noted Blink and Why Most Things Fail that dealt with it at some length, as well as two recent mentions in Forbes and Sports Illustrated.
Within Coca-Cola, the role the company's bottlers had played in forcing its hand led executives to create a new subsidiary, Coca-Cola Enterprises, which bought out several of the larger bottlers and placed distribution and marketing efforts more tightly under its control.
Read more about this topic: New Coke
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