Cola Wars

"Cola Wars" delves into the infamous rivalry between Coca-Cola and Pepsi, two brands that have dominated the global soda market for nearly a century. The film centers around the pivotal event of 1985, when Coca-Cola's executives boldly introduced a new formula, famously dubbed "New Coke," which sparked outrage, protests, and ultimately led to a public relations disaster. The documentary begins by painting the picture of a time when Coca-Cola was the undisputed king of the beverage industry. With its iconic bottle design, memorable brand advertising, and seemingly unbeatable taste, Coke held a stranglehold on the market. Meanwhile, Pepsi, the upstart challenger, had been vying for second place for decades, employing creative advertising tactics to chip away at Coke's dominance. Throughout the film, it becomes clear that Coca-Cola's leadership team, particularly Roberto Goizueta, the CEO at the time, and Donald Keough, the company's chief marketing officer, had grown increasingly concerned about losing market share to Pepsi. Despite being the dominant brand, Coke's sales had begun to stagnate, whereas Pepsi continued to experience growth. In 1985, after years of research and development, Coke unveiled its new recipe, dubbed "New Coke," which boasted a sweeter and smoother taste profile. The intention behind the change was to appeal to a new demographic, making the brand more palatable to a generation of consumers who were increasingly drawn to sweeter flavors. However, the reaction was immediate and vehement. Consumers, many of whom had grown up with the original formula, were horrified by the new taste. Thousands took to the streets, protested outside Coke's headquarters, and launched heated phone campaigns to express their disdain for the change. The backlash was widespread, with many accusing the company of abandoning its heritage and tradition. Meanwhile, Pepsi, sensing an opportunity, capitalized on Coke's misstep by launching a successful advertising campaign that playfully poked fun at the situation. The company's slogan, "Pepsi: The Choice of a New Generation," struck a chord with consumers, who began to associate the brand with innovation and willingness to listen to their needs. As the public Relations disaster unfolded, Coke's executives were faced with an impossible decision: revert to the original formula, acknowledge their mistake, or continue to insist on the new taste, further alienating their loyal customer base. The tension within the company reached boiling point, with some executives calling for a return to the classic recipe, while others continued to champion the new formula. The film takes viewers through the tumultuous times, featuring numerous interviews with former company executives, marketing experts, and industry insiders. Through their testimonies, we gain insight into the inner workings of Coca-Cola's corporate culture, the decision-making process behind New Coke, and the far-reaching impact of the debacle. Ultimately, after a mere 79 days, Coke caved to public pressure and reintroduced the classic formula, branding it as "Coca-Cola Classic." The incident would go down in history as one of the most egregious mistakes in marketing history, costing Coke an estimated $1 billion in lost revenue. As the film concludes, it becomes clear that the "Cola Wars" between Coke and Pepsi are far from over. While Coke emerged from the debacle battered but wiser, the rivalry between these two behemoths continues to fuel innovation, advertising creativity, and fierce competition in the beverage industry. The movie serves as a fascinating account of the human element behind business decisions, the power of public opinion, and the enduring legacy of two brands that have captured the hearts and palates of consumers around the world.