‘Passion’ for Original Coke Wasn’t Seen : Officials Apologize, Tell Surprise at Furor Over Change
Coca-Cola Co. officials, apologizing to consumers who were unhappy with the decision to change the formula of Coca-Cola, said today they decided to put the old formula back on the shelves because they had underestimated the “passion” for it.
“The passion for original Coke . . . was something that just flat caught us by surprise,” Donald R. Keough, president of the Atlanta-based company, told a news conference the day after announcing the old formula’s return as “Coca-Cola Classic.”
It will be sold alongside the reformulated “new Coke.”
“It’s a wonderful American mystery,” he said. “It’s a lovely American enigma, and you can’t measure it . . . any more than you can measure love or patriotism or pride.”
2 1/2-Month Experience
The company said Wednesday it was bringing back the old, familiar Coke just 2 1/2 months after it declared with much fanfare that it was improving the taste of its flagship brand. (Story on Page 6.)
The decision for the new formula came after a market research study that Coke officials said indicated consumers wanted a slightly lighter and sweeter taste. But not everyone approved of the change in the 99-year-old formula. Complaints from loyal fans received considerable publicity, and Coca-Cola officials said they had gotten 1,500 calls a day from consumers complaining about the change.
Keough said that, at the time the new Coke was announced in April, there was “no intention” of returning to the old formula.
“While we knew there would be some concern, we did not expect the volume, the broad base of interest and consumer pressure to bring back the original formula,” he said. “That decision was made recently, and the consumer decided for us.”
‘Everyone Wins’
“Everyone wins,” said company spokesman Tom Gray. “Over 40 million consumers every day in the United States enjoy Coca-Cola but thousands of dedicated Coca-Cola consumers have told us they still want the original taste as an option. We have listened and we are taking action to satisfy their request.”
Coca-Cola Classic will be available in “some markets” within several weeks, Gray said. He declined to identify them.
“The interesting thing is they backed into a very powerful strategic position” of having two regular colas, said Emanuel Goldman of Montgomery Securities Inc. in San Francisco. “Of course, all along, they had a wonderful fallback position.”
He pointed out that Coca-Cola already has two diet drinks, Tab and Diet Coke.
