In 1985, the Coca-Cola Company introduced “New Coke,” a sweeter, reformulated version of their classic soft drink.
Market research had yielded statistics that made the change look like a winner. But public reaction to the change was poor, and the new cola was a major marketing failure. When Coca-Cola reintroduced the original formula three months later, the company saw a significant gain in sales. The right formula makes all the difference.
Donald Keough, President of the Coca-Cola Company in 1985, said, “The simple fact is that all the time and money and skill poured into consumer research on the new Coca-Cola could not measure or reveal the deep and abiding emotional attachment to original Coca-Cola felt by so many people.” Your Secret Formula consists of your people, your plan, your facility and the vision to innovate new systems to get it done. It also consists of your ability to emotionally attach your audience to your brand. This is also the area in which we've made our investment... to create the best formula in building your creative media. We can take your ingredients and make them into the Secret Formula that keeps your audience coming back and your competitors scratching their heads. We will create the right formula. |
