Choice Hacking
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Choice Hacking

The Psychological Failure of New Coke

Why the biggest marketing disaster in history didn’t have to go wrong…

Source: Image created by the author

It's one of the biggest fails in business history — New Coke.

You might think you know the story. A classic brand foolishly replaces its classic product, and customers rebel.




Writing at the intersection of psychology, science, business and design

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Jennifer Clinehens

Jennifer Clinehens

Behavior change strategist. Use science and psychology to improve design, CX, UX, marketing, habits — subscribe at

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