The Greatest Marketing Coup/Screwup Ever

On July 10 1985 Coca-Cola re-introduced their original formulation after what was perceived as a disastrous move to reformulate their flagship drink in order to fight off Pepsi’s steady erosion of their once-dominant market share. Depending on your point of view, this was a classic example of how you can do everything right and still lose or do everything wrong and still win.

The introduction of the new Coke was actually a success in terms of sales. But Coke’s then-CEO bombed on stage during the launch, stumbling through a description of the new taste smoother, uh, uh, yet, uh, rounder yet, uh, bolder ... it has a more harmonious flavor”. What the hell does that mean? And even though the sales and market research results were in line with Coke’s expectations in most markets, a vocal group of core Coke fanatics complained vociferously enough to give the impression of a bumbling failure, with help of course from the nice folks at Pepsi.

So, 77 days after the new product launch, they announced the return of the old formula – initially as Coke Classic to be sold side by side with new Coke. Peter Jennings interrupted his regular broadcast with the news, and the entire episode moved quickly into lore as one of the greatest corporate blunders in history. Pepsi executives compared it to the Edsel. But in reality, it ended up as a raging success – it firmly established the Coke brand as more than just s soft drink but an engrained lifestyle symbol, Coke sales were invigorated, and it paved the way for later successful brand extensions like Cherry Coke.

Cola drinks were designed essentially as delivery mechanisms for speed – both from coca leaves and caffeine-rich Kola nuts, the two speed sources that gave the original Coca-Cola its name. Neither one of these things adds any real flavor you’d want. And while the Coca-Cola formula is famously top-secret it’s a safe bet neither is still in there. The actual flavor of cola is a combination called fantasia by flavor technicians, which is a mix of citrus flavors, vanilla and cassis or cinnamon.

Cola is great to cook with, other than the fact that its loaded with high fructose corn syrup which isn’t an ingredient most chefs place on their list of favorites. Then again, pretty much any commercial product is loaded with the crap, including Heinz ketchup and most COTS BBQ sauce. If you want to cook with Coca-Cola but avoid HFCS, you have two options. First, in early April, scour the stores in areas with Jewish communities for Kosher for Passover Coke, which is made with cane sugar. Act fast because it’s snapped up quickly. Or plan a quick jaunt to Mexico and grab some Mexican coke, which also is. Or search out Boylans cola. Or just give in to chemistry, grab a chuck roast, and do the following:

- mix 1/2 cup of flour with 2 tablespoons Montreal seasoning

- dust the roast with this, and then sear it in some olive oil in a dutch oven

- toss in a chopped onion, 3 cloves of garlic, a chopped jalapeno, a can of Coke, and a 28oz can of crushed tomatoes

- season with S&P, cover, and cook at 350 for 3 hours

This is a great barbecue–like pot roast which can be either sliced and served or shredded for pulled beef sandwiches.