The Return of ‘Original Coke’

The introduction of the New Coke was one of the most clever bits of merchandising in the retail world in many years. Perhaps the greatest.

The Coca Cola Co., sensing a further decline in its share of the soft drink market, had to introduce another product, a sweeter drink. What better way to get national attention than to change the makeup of a product that has been around for nearly a hundred years. It got every soft drink consumer’s attention instantly.

It figures that if the new product doesn’t go, it can always go back to the original formula and the company will have accomplished its purpose, introducing the new product.

ELDON T. BURGESS

Montrose