Case Study: New Coke 4Brands
Gestão Operacional da Marca
Novembro 2010
Contents • Coca-‐Cola vs. Pepsi • The Launch of New Coke • Coca-‐Cola vs. Pepsi -‐ Online, Today
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GOM – Case Study: New Coke
4Brands
Case Study: New Coke
COCA-‐COLA VS. PEPSI
DNA • • • • •
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First in the market Original The real thing Classic Part of US history
GOM – Case Study: New Coke
4Brands
DNA
www.youtube.com/watch?v=wW-‐uH4u6ikc
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GOM – Case Study: New Coke
4Brands
DNA • Youth • New generaUon • BeVer taste
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GOM – Case Study: New Coke
4Brands
DNA
www.youtube.com/watch?v=5yW669BruqI
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GOM – Case Study: New Coke
4Brands
Logos evoluUon
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GOM – Case Study: New Coke
4Brands
Case Study: New Coke
THE LAUNCH OF NEW COKE
Background: 1983 • Coca-‐cola number one status was starUng to look vulnerable. • Coke’s market share had slipped to an all-‐Ume low of just under 24 per cent. • Diet Coke moved into the number three posiUon behind standard Coke and Pepsi. 10
GOM – Case Study: New Coke
4Brands
New formula • 200.000 taste tests. Overwhelming results.
• BeVer than the original and beVer than Pepsi. 11
GOM – Case Study: New Coke
4Brands
"The Best Just Got BeVer”
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GOM – Case Study: New Coke
4Brands
New Coke: Problems
[It's] smoother, uh, uh, yet, uh, rounder yet, uh, bolder ... it has a more harmonious flavor. -‐ Roberto Goizueta, The Coca-‐Cola Company’s CEO 13
GOM – Case Study: New Coke
4Brands
New Coke: Problems
www.youtube.com/watch?v=qkFBTL-‐Xsw
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GOM – Case Study: New Coke
4Brands
New Coke: Backlash • Some consumers panicked, filling their basements with cases of Coca-‐Cola. • A man in San Antonio, Texas, drove to a local boVler and bought $1,000 worth of Coca-‐Cola. • Songs were wriVen to honor the old taste. 15
GOM – Case Study: New Coke
4Brands
New Coke: Backlash • Protest groups popped up around the country – Society for the PreservaUon of the Real Thing – Old Cola Drinkers of America
• In May, protesters in downtown Atlanta carried signs with "We want the real thing" and "Our children will never know refreshment.” 16
GOM – Case Study: New Coke
4Brands
New Coke: ReacUons
www.youtube.com/watch?v=8_hvOBnsirI
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GOM – Case Study: New Coke
4Brands
New Coke: Outcome • On July 10 – 79 days laVer – due to consumer demand, Coca-‐Cola Classic is back.
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GOM – Case Study: New Coke
4Brands
New Coke: Lessons • Self-‐expressive benefits ☛ Coca-‐Cola – Sense of Belonging – Pride
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GOM – Case Study: New Coke
4Brands
New Coke: Lessons • FuncUonal benefits ☛ New Coke – Taste – Sales
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GOM – Case Study: New Coke
4Brands
Major CuriosiUes • Consumer Empowerment
• Brand Loyalty
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GOM – Case Study: New Coke
4Brands
Case Study: New Coke
COCA-‐COLA VS. PEPSI ONLINE, TODAY
Coca-‐Cola vs. Pepsi: Facebook 2.468.287 people like this
19.516.886 people like this
Fan growth speed 27.341 by day 233.944 by week 763.215 by month
Fan growth speed 223.171 by day 1.753.606 by week 4.239.991 by month
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GOM – Case Study: New Coke
4Brands
Thank you for your aVenUon! Sara Pestana Nellison Santos Bruno Lourenço Joel MarUns