New Coke

New Coke
CategoriaCola (bevanda)
MarcaThe Coca-Cola Company
Anno di creazione1985
NazioneStati Uniti (bandiera) Stati Uniti
Modifica dati su Wikidata · Manuale

La New Coke è stata un prodotto venduto dall'azienda statunitense Coca-Cola Company.

Storia

Durante la metà degli anni ottanta, la Pepsi Cola iniziò delle campagne per promuovere la propria bevanda (Pepsi Challenge) nel corso delle quali venivano fatte assaggiare, a una serie di partecipanti, la Pepsi e la Coca Cola. Stando a quanto emerse da tali sondaggi, molti di loro preferivano la bevanda della Pepsi.[1]

Temendo che tali indagini di mercato intaccassero le vendite della sua bevanda, la Coca Cola Company decise di ideare un nuovo prodotto dal sapore più dolce e che avrebbe rimpiazzato la bevanda tradizionale. La New Coke venne lanciata ufficialmente il 23 aprile 1985 e venduta in lattine e bottiglie.[1][2][3] Secondo quanto riporta l'Enciclopedia Britannica, questa scelta fu la più radicale dell'azienda dal 1903, quando venne rimossa la cocaina tra gli ingredienti della bevanda.[1]

Dopo solo pochi giorni dal suo lancio, tuttavia, molti consumatori affezionati alla Coca-Cola protestarono: la pubblicità del nuovo prodotto era oggetto di fischi quando veniva trasmessa nello schermo dell'Astrodome di Houston e degli abitanti di Seattle scaricarono una grande quantità di New Coke nelle fognature della città.[1][2] I pessimi riscontri che aveva la bevanda costrinsero la multinazionale a tornare alla formula originale, ribattezzata "Coca‑Cola Classic", l'11 luglio dello stesso anno, dopo soli settantanove giorni dal suo lancio.[2] Nonostante la New Coke avesse in qualche modo contribuito a fare pubblicità all'azienda, la Coca Cola Company perse milioni di dollari.[1] Qualcuno bollò la New Coke come "il più grande errore di marketing mai fatto".[1]

La New Coke tornò a essere venduta separatamente con il nome di "Coke II" nel 1992 per poi scomparire definitivamente dal mercato nel 2002 anche a causa della sua debole quota di mercato.[1][2][3]

Nel 2019 la New Coke venne riproposta dalla Coca-Cola Company in edizione limitata e in occasione dell'uscita della terza stagione di Stranger Things, in cui compare la bevanda[3].

Note

  1. ^ a b c d e f g (EN) New Coke, su britannica.com. URL consultato il 24 aprile 2024.
  2. ^ a b c d LA VERA STORIA DELLA NEW COKE, su coca-colaitalia.it. URL consultato il 30 agosto 2021.
  3. ^ a b c Quando la Coca-Cola cambiò gusto, su ilpost.it. URL consultato il 30 agosto 2021.

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