Thomas Oliver

The Real Coke, the Real Story (eBook, ePUB)

• Format: ePub

Produktbeschreibung

"Examines why the set-in-its-ways Coca Cola Company tampered with a drink that had become an American institution-and blundered into one of the greatest marketing triumphs of all time."-New York On April 23, 1985, the top executives of the Coca-Cola Company held a press conference in New York City. News had leaked out that Coke, the king of soft drinks, would no longer be produced. In its place the Coca-Cola Company would offer a new drink with a new taste and would dare call it by the old name, Coca-Cola. The new Coke was launched-and the reaction of the American people was immediate and violent: three months of unrelenting protest against the loss of Coke. So fierce was the reaction across the country that it forced a response from the Coca-Cola Company. Stunned Coca-Cola executives stepped up to the microphone and publicly apologized to the American people. They announced that the company would reissue the original Coca-Cola formula under a new name, Coke Classic. The Real Coke, the Real Story is the behind-the-scenes account of what prompted Coca-Cola to change the taste of its flagship brand-and how consumers persuaded a corporate giant to bring back America's old friend.

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Produktdetails

• Verlag: Random House Publishing Group
• Seitenzahl: 208
• Erscheinungstermin: 9. Oktober 2013
• Englisch
• ISBN-13: 9780804151313
• Artikelnr.: 39681646

Autorenporträt

Thomas Oliver is a native of Atlanta, Georgia, Coke's hometown, and a staff writer for The Atlanta Journal and The Atlanta Constitution. He has been writing on financial subjects for six years and has covered the Coca-Cola Company during that time.