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Exactly what was this man thinking?; New Coke tanked, and Sergio Zyman knows why
[ONT Edition]
Toronto Star - Toronto, Ont.
Author: Hutsul, Christopher
Date: Jan 16, 2005
Start Page: D.10
Abstract (Document Summary)

[Sergio Zyman] was the man behind the disastrous 1985 launch of New Coke. The introduction of the reformulated drink sparked an unprecedented consumer revolt and has come to be regarded as the worst marketing miscue in the history of big business.

Of course, Coca-Cola isn't the only company that has chosen the path of needless innovation. Both McDonalds and Taco Bell erred in pushing low-fat versions of their classic meals (remember the McLean and Taco Lite?). Zyman argues that in both cases, the new products were detrimental in that their very existence implied that the companies' older products were unhealthy and obsolete.

On the other hand, Zyman sees Apple's best-selling iPod as an example of successful renovation. He says the iPod is all about good design, a graphic user interface and ease of use - all hallmarks of the Apple brand.

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