Today on history: On April 23, 1985 – Coca-Cola changes its formula and releases New Coke.

 

Today on history

On April 23, 1985 – Coca-Cola changes its formula and releases New Coke. The response is overwhelmingly negative, and the original formula is back on the market in less than three months.

See also:Today in history, On April 17, 2016 – Chyna, American wrestler was last seen Alive.

In 1985, The Coca-Cola Company made a bold and controversial move by changing the formula of its flagship soft drink. Known as “New Coke,” the reformulation marked the first change to the secret Coca-Cola recipe in 99 years. The company’s decision was driven by intense competition from Pepsi, which had been steadily gaining market share. Blind taste tests conducted internally and externally revealed that consumers often preferred the sweeter taste of Pepsi over Coca-Cola, prompting Coca-Cola executives to create a product that could directly compete with it. The new formula was tested in focus groups and reportedly performed well, giving the company confidence to proceed.

However, once New Coke was launched in April 1985, the reaction from the public was dramatically different than anticipated. Rather than welcoming the new taste, many loyal Coca-Cola drinkers reacted with shock, disappointment, and even anger. Customers flooded the company’s hotline with complaints, expressing deep emotional attachment to the original formula. In fact, some viewed the change as an attack on American tradition. Coca-Cola underestimated how iconic its brand and product had become, and failed to anticipate the emotional connection people had to the original taste.

The backlash quickly spiraled beyond consumer dissatisfaction—it became a media sensation and a cultural event. Protest groups emerged, and campaigns to “bring back the real thing” gained traction nationwide. People hoarded bottles and cans of the original Coca-Cola, and petitions demanding its return collected thousands of signatures. Late-night talk shows, news programs, and newspapers amplified the outrage. The response was so overwhelming that it not only caught Coca-Cola executives off guard, but also forced them to reconsider their entire strategy.

Recognizing the magnitude of their mistake, Coca-Cola made a historic reversal. On July 11, 1985—just 79 days after the launch of New Coke—the company announced that the original formula would return to store shelves under the name “Coca-Cola Classic.” This decision was met with celebration from consumers, who saw it as a victory of public will over corporate decision-making. The return of the original Coke was so well received that it significantly boosted the brand’s image and sales, effectively reversing the damage done by the New Coke rollout.

In retrospect, what seemed like a major failure turned into one of the greatest marketing recoveries in history. Coca-learned a valuable lesson about the power of brand loyalty and the importance of emotional connection with consumers. Some even speculate the whole event was a clever marketing stunt, though Coca-Cola has always denied that. Regardless, the New Coke fiasco of 1985 remains a powerful case study in business schools, illustrating how even a global giant can misread its market—but also how it can bounce back with humility and speed when it listens to its customers.