In the 1980s, in the U.S.A. and Canada only, the company launched a new taste for coke.
This was the first change in the secret formula since 1886. In pre-launch, consumers preferred the new taste. But the tests couldn’t measure their feelings for the brand. Coca-Cola had a special place in their hearts and they didn’t want a change. For the first time in history, sales of Coca-Cola fell. The company responded quickly and marketed the original formula again as Coca-Cola classic. Sales climbed back up again, and continued to grow.