In 1985, Coca-Cola introduced one of it's worst marketing mistakes... New Coke. This concoction was a much sweeter version of the original. To the company's dismay, the new product was not a success. However, it left a lasting impact that has reverberated to the present. When New Coke was introduced, the original formula's packaging was changed to "Coca-Cola Classic." Hysteria arose once it was announced that the original version would no longer be sold. They had spent years testing the new product, however, they failed to ask their consumers how they would feel about losing the original formula. Once they realized that New Coke essentially REPLACED the original Coca-Cola the public freaked. The company was receiving an average of 1,500 calls a day on its complaint hotlines. People began hoarding containers of classic Coke. The company was boycotted by some and groups were formed like the Old Cola Drinkers of America. This lasted ten weeks and at this point Coke had no choice but to bring back the original formula. "Classic" was added to the packaging to distinguish it from New Coke. New Coke's lifespan was cut short after the re-introduction of Classic Coke.
More than two decades later the wording on the packaging remains the same, until now. Coke has finally decided to drop the "Classic." Once New Coke dissipated, the "Classic" designation was essentially unnecessary and the font has been shrinking more and more within the last decade. There is only one Coke. When you think of Coke the classic formula is the only one that comes to mind. Of course they offer a variety of flavors like cherry and lime, but there is only one COKE. If consumers need the "Classic" on the label, then they are obviously not a Coke drinker, which essentially cancels out their vote on Coke's product labeling. North America is the only place where the original formula is labeled as such. It's time to join the rest of the world...
Original article from nytimes.com:
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