COKE BOUGHT THE WORLD A VERY EXPENSIVE MARKETING LESSON

Dan Sonners

32 years ago this week Coca Cola ended either the worst blunder. or one of the most successfully campaigns (if you believe in conspiracies) in marketing history when they ended the “New Coke” experiment.

The lesson: Never alienate your core in order to chase new blood, and market research is not a replacement for physical A/B testing.

Could “New Coke” have thrived as brand extension instead of a brand overhaul? Today’s fragmented drink market suggests yes, but we’ll never know for sure.

The passion of your customers for your unique product / cause should never be underestimated.

Dan Sonners is Director of Non Profit Marketing at Conrad Direct in Cresskill,NJ. The viewpoints expressed here are personal opinions. Dan be can emailed with questions or feedback at dsonners@conraddirect.com