Search

Coca-Cola’s new soft-drink formula. In the early 1980’s, the Coca-Cola Company began experimenting with different sweeteners to produce a new, diet version of Coke. This research continued in 1983, as Coca-Cola sought to develop a sweeter cola to rival Pepsi and increase its market share among teenagers. In January, 1985, operating under extreme security, marketing executives began to develop an advertising campaign for the new, sweeter cola. Hastily, two research companies conducted market research regarding the new formula. Preliminary blind taste tests indicated that Americans preferred the new, sweeter cola. However, only 20 percent of the taste tests conducted used the final formula. Nonetheless, these results guided Coca-Cola management’s decision to market the new formula.