Arts and Humanities Commons^™

Even Better Than The Real Thing, Nicholas Moran

History & Classics Student Scholarship

In an era where the youth were obsessed with an appearance of success and being hip, when Coke finally altered its New Coke brand identity to appeal to the youth, they still could not make the youth accept New Coke. In the end when Coke had the chance to market to the trendy Generation X in 1985, they focused on taste instead of adapting the brand to fit youth trends. When they finally changed the strategy to appeal to the youth, it was far too late. The “smart shoppers” of the 1980s had already identified New Coke as a failure …