Welcome to AWESOME-tober-fest Week 4. For those that are just joining us, AWESOME-tober-fest is my countdown to Halloween which includes spooky articles each week covering things like scary books/movies, candy, etc. I’ll discuss these things each week until we finally reach “H-Day” as I like to call it (or Halloween, for the layman). Since we are celebrating in October, and this is the Cavalcade of Awesome, the name of this countdown is AWESOME-tober-fest. If you missed any of the first three weeks, here’s a handy dandy list:
Week 1: I review gallons of Halloween sodas
Week 2: Some of my favorite scary movies
Week 3: I Survive Universal’s Halloween Horror Nights
All caught up? Good, let’s get started with today’s topic; Cracked Magazine’s Monster Party.
I was going through an old chest of mine in the garage a week or so ago and found my old stash of Mad Magazines. Along with all my Mad mags, there was also a huge stash of Cracked magazines. Talk about hitting the mother lode. I loved reading Mad and Cracked magazine when I was a kid. I would wait each month to buy the copy and read it endlessly until the new issues came out. I even bought the Super Specials and Collector’s Editions which only reprinted material I already owned, but I didn’t care. I loved the spoofs, parodies and humor of my Mad and Cracked magazines. I saved every issue I bought of these magazines and stored them carefully in this chest when I was about 13 and it was left there until I opened it a few weeks ago. I had found my own personal Arc of the Covenant.
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After the fallout from New Coke’s disastrous introduction, Coke had a big problem. How do they market two Cokes? Coke Classic didn’t need any marketing as the brand now sold itself, but what about New Coke? It could no longer use the slogan “The Best Just Got Better”, so, what to do? Coke decided to market New Coke to their lowest performing demographic, kids and teens. Ads for Coke included Max Headroom in fast talking commercials berating Pepsi for lack of originality. These ads did fairly well and were well recognized, but sales of New Coke couldn’t recover from the beating the drink got over the summer. The writing was on the wall for New Coke.
In 1992, New Coke was re-branded Coke II in hopes that it might refresh interest. It didn’t and by 2002, the drink was pretty much eliminated from all but the smallest markets. Supposedly, Coke II can still be found in stores and vending machines in smaller markets like Micronesia and American Samoa. Though New Coke is considered near dead, it will never truly die. CEO Goizueta still preferred New Coke so he continued to have it produced for his own consumption until right before his death. You only have to mention New Coke to somebody and they immediately know what you are talking about. It’s not just a drink anymore, New Coke refers to a mistake so disastrous, one may never recover. It’s part of the pop culture lexicon.
Welcome to Part II of The Saga of New Coke. If you missed Part I, then just 
That New Coke was a complete failure from day one is the common misconception. By and large, people really liked the new formulation and continued buying Coke in their usual amounts. Where the discourse began was in the Southeast, where Coke was originally formulated and sold back in the late 1800s. People were reacting to the fact that Coke was changed, not to the bad taste of New Coke. Most of the protestors didn’t even drink soda, much less Coke; they just didn’t like the idea of Coke changing something that apparently meant something to them. The interesting thing is, if Coke, before the change, would have meant enough to these people to buy it, then the company wouldn’t have changed the formula in the first place. It’s your classic Catch-22. Due to the extremely vocal minority, it became “chic” to bash New Coke. Protestors were so vocal about not liking New Coke that anyone who did like the new formula would be scared to say so. These “coke crazies” as I call them, formed a group called Old Cola Drinkers of America which lobbied The Coca Cola Company to reintroduce the original formula. They even tried to levy a class action lawsuit against Coke (wha-huh?!) but the case was thrown out by a judge (sometimes the legal system works). People continued to be so outraged at the new formula that they were trying to obtain cases of original Coca-Cola from overseas as New Coke had not been introduced over there yet. The Coca-Cola Company was at a loss for the huge debacle they had created for themselves.
Despite the chaos in the Southeast, sales of New Coke everywhere else were doing very well…at first. After July, however, the sales starting leveling off. Coke executives were scared that peer pressure against New Coke was affecting the sales numbers. What to do? Well, naturally, they panicked and hastily set out to re-introduce the original formula of Coca-Cola. On July 10th, Peter Jennings broke into normal television to inform the world that Coke was bringing back the original flavor of Coke, now dubbed Coca-Cola Classic. The founders of Old Cola Drinkers of America were given the first cases.
I love soda. I mean, I REALLY love soda. It’s almost an unnatural love…..a forbidden love, if you will. Due to this, I’ve been fascinated for years by the cola wars between Coke and Pepsi. My formative years were right in the middle of the ‘80s; the Vietnam of the cola wars. During the 1980s, Coke and Pepsi threw out more gimmicks than a used car salesman trying to hawk his wares during a “Sales Event”. It was a soda lovers’ nirvana (and I don’t mean the alternative rock band). One of the more infamous ploys of this period was the introduction of New Coke. Never has a company’s promotion and decision making been so thoroughly bitch-slapped by the American public. It was embarrassing, and, in my opinion, a complete over-reaction. In this three part article, we will look at the saga of New Coke, from inception all the way to the bloody aftermath and what Coke gained or lost by their gamble. I’ll even ponder if New Coke might actually still be on the shelves…but under a different name, and at the end of each article (including this one) I’ll provide links to classic Coke and Pepsi commercials. So punch 1983 into the flux capacitor and let’s get this bitch up to 88 miles an hour because our story starts, not with New Coke…………but Diet Coke.
In 1980 Roberto Goizueta (seen right) took over as CEO of the Coca-Cola Company. He let it be known that all traditions are “out the window” and it was time for Coke to “shake things up”. Seeing the success of Diet Pepsi and the relative obscurity of TaB, Goizueta used the market research mentioned earlier and decided to reformulate TaB using similar artificial sweeteners (i.e. aspartame) found in Diet Pepsi. Thus, the end product was formulated to be very similar to Diet Pepsi, and not really a diet version of Coca-Cola. Against company tradition the resulting product was branded as Diet Coca-Cola and released in 1983. Over the next few years, Diet Coke would outsell all of Coke’s other products by a wide margin. Not helping things, Pepsi’s enormously popular 
With Diet Coke siphoning sales from other Coke products and the Pepsi Challenge causing the buying public to lose faith in the Coke brand, CEO Roberto Goizueta thought it was time for more drastic measures. Having quietly tweaked Coke’s formula before in foreign markets to help drive up sales, Roberto had little qualms about altering the secret formula for Coca-Cola Proper here in the States. He believed the flavor change should be done with a huge marketing campaign and not kept secret from the public. So preparations were made to re-formulate Coca-Cola’s flavor to be more like Diet Coke and completely eliminate the current Coke product. After extensive formula research and market testing Coke finally stumbled on a concoction that tested through the roof with focus groups. The newer formula even bested Pepsi and Diet Pepsi in taste trials. It looked as though Coke had a winner. Goizueta had his marketing department work in absolute secrecy on a campaign, even going so far as having them work in another building after hours so nothing would leak to the press. The Coca-Cola Company planned on unveiling the new formula during their centennial year, 1985.
