In response, the brand introduced ‘New Coke’, an improved flavor variant that sparked outrage and boycotts among consumers. The New Coke fiasco graces almost every textbook about fatal branding errors. The crucial mistake Coca-Cola made here was that they assumed. That purchasing behavior was rationally driven. In a rational world, the consumer buys the soft drink with the best taste.
That was the surprising discovery
However, the actual consumer is not rational and does not buy Coca-Cola for the delicate taste, but for its brand. It is not without reason that Coca-Cola only really stimulates the reward center in the Loan Officer Email List brain when people can see which brand they are drinking (McClure et al., 2004). Taste is really secondary. The slight improvement in taste that New Coke objectively brought.
The finding that the sugary
A wise lesson for Coca-Cola A wise lesson for Coca-Cola, who continues to put the brand into practice today. When Coca-Cola introduces an innovation, it brings the brand closer to the core, instead of further away. Instead of introducing visual noise, they make the brand even more recognizable. For example, in the 1980s, the red shade of Coca-Cola Regular differed slightly between different countries and sometimes even between different supermarkets.