Top 10 CRAZY Marketing Decisions by COCA-COLA
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Top 10 CRAZY Marketing Decisions by COCA-COLA


Top 10 CRAZY Marketing Decisions by COCA-COLA 10. Coke released Tab Clear just to screw over
Pepsi Tab Clear was a clear version of Tab cola,
released during a dark period of the ’90s when soft drink manufacturers thought people
would prefer clear cola instead of the healthy shade of brown we all know and love. Tab Clear was notable for its remarkably short
lifespan, being on shelves for only a few months before being abruptly discontinued. As it turns out, this was a deliberate move
on behalf of the cola giant to screw over Pepsi, the Ken to their Ryu. You see, Coke wanted to torpedo sales of Crystal
Pepsi and realized that they could do so by releasing a similar drink that sucked. Specifically, Coke had data showing that the
public (at the time) wasn’t all that interested in diet soft drinks, so they decided to make
a clear version of Tab (a diet cola). The idea was that the public, after seeing
Tab Clear being marketed as a sugar-free soda, would similarly assume that Crystal Pepsi
was also a diet drink, and it worked. Within six months of Tab Clear’s release,
both drinks were discontinued. In other words, Coke once invented an entirely
new drink just to dunk on Pepsi after realizing the former had spent millions of dollars trying
to create a new product they couldn’t be bothered to try and compete with. Say what you want, that’s some dedicated
corporate penis-waving right there. 9. The MagiCan, or the Coke can that smelled
like a fart Coke, like many companies, has utilized giveaways
in the past to try and raise sales or promote a new product and, for the most part, they
go off without a hitch. The release of the MagiCan was not one of
those times. In a nutshell, Coke launched a campaign which
involved hiding money inside of random cans of their product. To prevent the money from getting soaked in
brown sugar liquid, Coke invented and patented a special kind of can that sported a small
reservoir where the money would be stored, and a mechanism that would eject the money
as soon as the can was opened. The rest of the can was filled with a chloride
solution (that smelled like a suspiciously eggy farts) to give it the same weight as
a regular can. From this description alone, you can probably
guess where this is going. The shield separating the fart-water in thousands
of cans failed, meaning countless Coke fans ended up with money that smelled like farts. Also, one kid drank some and was rushed to
the hospital. He was fine, but the media reported on the
story as if he died (a rumor that persists to this day), leading to Coke having to enter
damage control mode. Bizarrely, Coke never marked which cans contained
money (so that people couldn’t cheat), so they didn’t actually know which ones had
the chloride solution, meaning they had to recall every can they’d released for several
weeks. 8. That time they tried to sell tap water to
the British public Ask a spokesperson from Coke to tell you about
Dasani water before it gets bottled, and you could be led to believe that they filter pure
glacier water through an angel’s silk underwear and pump it full of unicorn farts, with the
long-winded explanation they’d likely offer. Ask a chemist, on the other hand, and they’ll
tell you that Dasani is just tap water the company filters an extra time, puts in a bottle,
and sells for a 20,000% markup. While this tactic apparently works just fine
in the States, when Coke tried to launch Dasani in the UK in 2004, things didn’t exactly
go to plan. For one, the public didn’t exactly appreciate
that the company was trying to sell public water to the public. When Coke tried to claim that their special
filtration process made Dasani purer than tap water, the people in charge of British
tap water tested it and found that their filtration process didn’t do anything, except increase
the amount of the carcinogen bromate it contained. Which surprised the testers, since British
tap water doesn’t contain even a trace amount of this chemical, meaning Coke’s special
filtration process somehow managed to increase the amount of potentially cancer-causing chemicals
in ordinary tap water by infinity percent. As a final blunder, the company tried to market
Dasani as being “full of spunk” without running a cursory Urban Dictionary check on
the word, which would have informed them that in the UK, spunk is slang for sperm. 7. Coke Zero is marketed at men, because Coke
accidentally made Diet Coke a girl’s drink As discussed in a previous entry, there was
a time when Joe Public wasn’t all that interested in diet or low-sugar drinks. What we didn’t mention, however, is that
pretty much the entire reason this is the case is because Coke spent decades marketing
diet soda to only 50% of the population. Specifically, Coke has spent years marketing
Diet Coke as a “ girl’s drink,” so much so that when diet
soda started to gain popularity in the 2010s when people realized that “not dying of
diabetes” is pretty sweet, they had to invent a new drink to sell to men. That drink was, of course, Coke Zero, a low-calorie
soda Coke specifically tried to market without ever using the word “diet,” because their
company had spent years telling customers only women bought diet soda. Essentially, Coke backed themselves into a
corner by so aggressively targeting women with Diet Coke that they had to create basically
the same drink again, and spend millions telling men it’s okay to drink it. Hey, speaking of diet soda… 6. Funding scientists to say Coke doesn’t cause
obesity If you asked 100 nutritionists if cutting
sugary drinks out of your diet would help with losing weight or improving your overall
health, 99 of them would say “well, yeah.” Statistically, though, 1 would tell you that
sugary drinks had nothing to do with obesity, because they were being paid by Coke to say
so. Yep, despite the link between a poor diet
and being unhealthily overweight being so clear you could read the paper through it,
Coke decided to try and muddy the waters just a little by paying scientists to downplay
the role diet plays in obesity. Said scientists, after cashing their checks
from Coke, eventually released a statement saying that exercise was more important than
diet when it came to the issue of obesity. Insinuating that a poor, presumably Coke-filled
diet can be counteracted by exercise. While no expert is going to argue that exercise
doesn’t play a key role in health, diet is way more important when it comes to maintaining
a healthy body weight, at least according to every nutrition expert not being funded
by a company with a vested interest in convincing people of the opposite. For anyone who wants a more vicersal example
of the role Coke specifically plays in the obesity problem, just remember that they once… 5. Released an ad of obnoxious white people handing
Coke to indigenous Mexican people The people of Mexico have a love/hate relationship
with Coca-Cola. On the one hand, the country consumes more
of the product than even Americans. On the other, it’s been directly linked
to the country’s rising obesity rates to the point they actually managed to approve
a tax on sugary drinks. Meanwhile, in America they can’t even limit
the size of soda cups, so you know that Mexico had to be pretty desperate. It’s hard to explain just how popular soda
is in Mexico, so we’ll just quote a few statistics to give you some idea. According to pediatricians, 80% of two years
olds and 10% of newborns are bottle-fed some kind of soda and the average adult drinks
36 gallons of the stuff every single year. Unsurprisingly, this love of soda has led
to a sharp spike in obesity rates in Mexico, with doctors and health officials squarely
pointing a significant portion of the blame at the aggressive marketing of soda to the
populace by companies like Coke. Apparently the only part of the previous two
paragraphs Coke executives noticed was the part saying Mexico loves it some cola, which
is presumably why the released an ad of painfully obnoxious looking white people handing out
bottles of Coke to an indigenous Mexican community. Amazingly, Coke remained totally oblivious
to the potential offense an ad showing pristine white teenagers handing out bottles of a substance
that is literally killing millions of its people with smiles on their face could cause
in that country until someone pointed it out. On the subject of marketing a product that’s
terrible for you… 4. Coke once openly admitted Vitaminwater is
terrible for you Few words in tandem could seem more innocent
than “Vitaminwater.” Neither word is dangerous, and when they’re
put together they sound downright awesome, like “kitten party” or “chicken nugget.” According to Coke, though, you’re an idiot
if you think that a product called “VITAMINwater” is in anyway good for you. Just to be clear, Coke once said, in open
court, that “no consumer could reasonably be misled into thinking Vitaminwater was a
healthy beverage.” You know, that product that claimed it could
help cure cancer before Coke bought it in 2007. Despite Coke admitting that Vitaminwater is
a terrible, awful drink with no discernable health benefits, the company continues to
market it as being chock-full of awesome body healing nutrients and vitamins because apparently
a reasonable consumer expects to be lied to just, like, all of the time, which… well, sounds fairly accurate. 3. That time Coke kind of called Nazi Germany
“The Good Old Times” in an ad As we’ve discussed in detail before, a number
of companies are guilty of aiding, or at least supporting, the Third Reich during WW2 by
selling them products and services while they committed numerous heinous atrocities. Among them was Coca-Cola who, due to an embargo
on the usual syrup used to create their flagship drink, added orange syrup instead, creating
Fanta. Nowadays, Fanta is one of Coke’s most popular
products and for the most part the company is incredibly coy when it comes to mentioning
that the product was invented so their company could continue to turn a profit in Nazi Germany. Except, of course, for that time in 2015 they
published an ad for Fanta celebrating the 75th anniversary of its creation in Germany,
with a tagline reading “Bring the Good Old Times Back.” Now here’s the part that gets weird: it’s
already pretty insulting to the average consumer that Coke assumed nobody would be able to
subtract 75 from 2015 and realize that Fanta was invented when Hitler was in power, but
the company released this ad IN GERMANY. A Coke spokesperson quickly tried to quell
the fires of controversy by stating that their product may have been invented in Nazi-era
Germany, but it certainly didn’t have anything to do with Hitler or the Nazis. No, they just took Nazi money and then quietly
pocketed all of the profits at the end of the war, which is much better. 2. Paying a company to take over people’s Facebook
statuses, with predictable results Countless companies have tried to utilize
social media or teenage lingo in a sad, desperate attempt to appear “hip” and it’s inevitably
a cringe-worthy disaster that leaves a worse taste in everyone’s mouth than a 4-day old
Big Mac. Which is presumably why, in 2010, Coke outsourced
a social media advertising campaign to a company who specialized in it. By which we mean everyone who worked there
was an immature jackass. Basically the company Coke hired, Lean Mean
Fighting Machine, was asked to run a campaign on behalf of the Dr. Pepper brand where they’d
post embarrassing Facebook statuses on behalf of volunteers who’d be entered into a draw
for a chance to win $1,000. The theme of the campaign was “what’s
the worst that could happen?” and it’s moments like this for which irony was invented. Soon after the campaign started, Lean Mean
Fighting Machine began posting statuses on behalf of bored Dr. Pepper fans, as side-splittingly
hilarious as “What’s wrong with peeing in the shower?” and “I watched 2 girls
one cup and felt hungry afterwards.” If you say you’re not familiar with why
that last one is an issue, hello to the spouse or work colleague you’re reading this with. When an unsuspecting mother of one teenage
girl who’d entered the contest googled “two girls one cup” to see what it was, mommy
blogs across the net went into meltdown and Coke was forced to apologize for something
they absolutely should have seen coming. 1. New Coke Of course New Coke is on this list. It’s the marketing decision Coke has never
stopped being made fun of for, even though New Coke was better in every conceivable way. Wait, what? Now, the story of New Coke most people reading
this are familiar with is that in the ’80s, Coke toyed with the idea of changing the formula
of their iconic soda, it failed, and they were forced to bring old Coke back. There’s a lot of conspiracy theories about
New Coke being a ploy to replace the sugar with high fructose corn syrup, or that it
was a deliberate effort to reinvigorate the brand, both of which aren’t true. In reality, Coke just wanted to make a better
version of their product and they succeeded. New Coke won in blind taste tests and was
somewhat better for you than original Coke, since the recipe was based on that of Diet
Coke. The problem, though, as is often the case
in the world of business, was entitled customers. Early blind taste tests were often sabotaged
by single, angry customers who took offense to the idea of Coke’s taste being changed
even if they personally preferred New Coke and when New Coke was released, small groups
of angry fans kicked up a fuss and generally acted like spoiled children who were having
their toys taken away. The backlash was so fierce for New Coke (which,
remember, beat out original Coke in every single taste test conducted by the company)
that Coke had to hire a professional psychiatrist to listen in on calls from angry Coke fans
to see if they could figure out what the deal was. The psychiatrist checked out after a day and
told Coke executives the only time he’d seen people so distraught before was when
they were dealing with the death of a family member! Faced with overwhelming negative press from
the change, Coke killed the new flavor that everyone preferred and brought back the original
formula as Coke Classic. This of course led to an explosion of sales
for Coke and record profits for that quarter. So to recap: in the ’80s, Coke tried to
introduce a better tasting, healthier version of Coca-Cola and were forced to recall it
because customers insisted on only drinking the worse version. Man, with that in mind we can’t really complain
when they treat us like idiots, can we?

About Ralph Robinson

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100 thoughts on “Top 10 CRAZY Marketing Decisions by COCA-COLA

  1. Here is the link to our writer, Karl Smallwood's Channel: https://www.youtube.com/channel/UCaR-e8ComPih10DqPi3sdWg

  2. I don't want to tell you your job, but your new coke information is inaccurate. I know it seems satisfying to say it was whiny entitled people who made it fail, but that just isn't true. In blind taste tests people prefer Pepsi over Coke, even if the are daily coke drinkers. The reason is that Pepsi is sweeter, the same was true for new coke. While just a taste of something that sweet can make you say it tastes better many people don't want a drink with that sweet of a taste all the time. I tried new coke and didn't like it so switched to a different soda, I don't like any other cola drink so I stated drinking Cheerwine a different tasting soda entirely. I wasn't whiny about a better product, I simply didn't like it because it was too sweet. We didn't live in the world of the internet when every thought could be immediately expressed so it didn't fail because we whined to the company which was a much more difficult process back then. It failed because people didn't want it and didn't buy it. If it really was better and people really liked it more then more people would have purchased it and no matter how depressed in made loyal drinkers it would have stayed on shelves.

  3. México drinks more coke than america?, what?, do you mean that the country drinks more coke than the continent in that it is?, how is that posible?

  4. He said hey-nus rather tham he-nus this time. It's possible I have missed it in the past episodes, but I seem to recall him only ever saying it he-nus before.

    In America we say hay-nus even though it's spelled ei which provides for an I sound whereas ie provides for a long E sound. Why we pronounce it with an A I don't know, but if pronounced as spelled it would be high-nes.

    And nobody can figure why I failed all my English classes but corrected my instructor so often she threatened detention if I didn't stop. As a youth I knew "proper English," but they done knocked that out a me. Now I talk right and use 'Merican English. Don't sound like no dummy no more, now do I?

  5. To me, new Coke tasted almost exactly like Pepsi. I honestly preferred the taste of Coca-cola. Since my family rarely bought sodas, and then only generic brands, when I was growing up, my preference most certainly wasn't based on nostalgia. I still honestly believe they were trying to keep up/compete with "the taste of a new generation" campaign. This is the first time I've heard it was supposed to be healthier. I don't remember that being in the adverts of the time. Not that my memory is the greatest.

  6. Pepsi almost went out of business after going bankrupt when Coca-Cola offered to buy them out. Of course Pepsi refused and came back stronger.

  7. Never have liked Dasani. Salty. Gross. But here again is an example of America showing off its collective dumb by making tap-water Dasani one of the most popular bottled waters sold here.

  8. A link to another facts-based YouTube channel at 10pm at night? Sure, I wasn't planning on sleeping at any point tonight anyway…

  9. New Coke vs. Classic Coke – Coke really was trying to fight the Pepsi Challenge idea, but unfortunately for them, they didn't know the full taste test results. Turns out it was a three way race, initially, between Coke, Pepsi and Royal Crown Cola. Royal Crown was the winner at about a 10 to 1 pace over Pepsi that beat out Coke by about 2 to 1. Single sip taste tests, on a cleansed palette will always benefit the sweeter flavor, hence Coke was in last place. Coke's real crime was announcing they were changing the flavor. If they had just slowly adjusted the taste, few would have noticed and they would have had a real winner. Pepsi, who was trying to improve the flavor of their own Diet Pepsi at the time, was making numerous unadvertised changes to the Dt. Pepsi formula at the same time with none of the negative publicity effects Coke suffered. Sometimes you just need to keep your mouth shut about what you are doing.

  10. Crystal Pepsi was a product without a market. I don't doubt Coke tried to sabotage it with their own fake product, but they needn't have tried. Pepsi reformulated this product continually through out the introduction, to the point that no one really knew what it was supposed to actually taste like. But it sure did have a pretty graphic on the can. The internet clamor got Pepsi to try making Crystal Pepsi again a couple of years ago, and most of it expired on store shelves when nobody bought more than one.

  11. simon is so hilarious especially when he says faahts lol also thank you for explaining that there is no difference between diet coke and coke zero for racking my brain unnecessarily

  12. Crystal Pepsi died because it was disgusting. I hated it, and I never met anyone that admitted liking it. Coke wasted their money jumping on Pepsi's broken bandwagon. So yeah, Clear Tab was a crazy move, just for a different reason.

  13. Lol it looked like it truly pained him to plug his contributors channel. Comon Simon, you know he deserves your support.

  14. I love Crystal Pepsi and hope they decide to actually make a comeback. I'm a Pepsi girl, but I've drank both Pepsi and Coke. Mexican Coke is the best.

  15. So true about the New Coke backlash that happened. I’d always hated the taste of Coke until they came out with the new version. The original is too harsh tasting all around. Pepsi lover for life!

  16. Uh but I don't like Coke zero because it's made with a different sweetener so it tastes like regular coke. I prefer diet coke and I get cranky if I don't get my diet coke.
    Still my cousins used to give their 2 year old soda. Sometimes full strength sometimes weakened with water.
    Surprisingly I just switched straight to water and he didn't care. So from me he got water unless he was drinking from my cup.

  17. I sure wish they'd make more drinks with natural sweeteners like stevia. I'm seriously thinking of going back to lemonade but with stevia to sweeten it. If I can get it cheap enough. My sister the health nut carries it with her to restaurants now.

    But don't touch my diet coke. Or else I will hurt you.

  18. Number 8, about Dasani in the UK had probably more to do with the biggest smash hit comedy in uk tv history (called "Only fools and horses") did an episode where the main character (the elder of two enterprising…and comedic Londoner brothers ) hit upon the idea (this was before water meters) or bottling their apartment's water and selling it as "Peckham spring"….which, when pumped through their garden turned out to be a biohazard….That's probably one of the biggest reasons as the UK public saw Coke doing this and instantly thought of that episode and said "are you taking the p!ss?".

  19. While New Coke won taste tests it was not really indicative of which one was better. The problem with taste tests is that you only got a taste. Drinking an entire can of it would lead to different results.

  20. When it comes to water I can actually taste the difference between the different brands and different taps. My tap water in my home is well water and tastes pure and clean to me but I recently got water from a fast food restaurant and I nearly vomited after taking a sip. The same thing will happen with bottled water, Aquafina tastes great to me but I once bought a case of generic waters and I had to choke them down. Maybe I'm crazy but I swear they all taste different to me.

  21. Here’s a fact you may not know – Coca Cola has one of the largest distribution model of any company, go to any small village in third world countries in Africa or South America and walk into the only shop their and one thing you can be guaranteed to see is Coca Cola

    Mind you in some countries it better to drink than the local water….

  22. In fact, we do know, in the US, that Dasani is simply tap water. So they fixed that by poisoning our tap water. N.a. everyone has to buy bottled water.

  23. I remember trying New Coke and it had too many bubbles. I liked the original Coke myself, but really I always preferred the original recipe of Royal Crown Cola. RC was always the best back int he day.

  24. Yeah people who feel entitled about their favorite corporation selling them their favorite products could kinda be considered spoiled.

  25. One problem here, and I see it in your on screen source here, is that Dr. Pepper was never owned by Coca Cola. Dr. Pepper was independent for most of its life, then was distributed by 7-up, later forming the Dr. Pepper Snapple group. Recently they were bought out by Keurig Green Mountain. Perhaps the confusion comes because both companies had contracted with the same advertising agency.

  26. I had new coke, but I was too young to recall it. I thought that the switch back to classic was because of new coke's horrible after taste that wasn't tested for in the taste tests.

  27. Wait, they actually brought back the old Coke formula?
    I always heard they just changed it from New to Classic on the cans but kept the liquid the same and no one noticed.

  28. The Dasani thing isn't quite what I heard. My recollection is that it was put about in the United States that it was London tap water that had been filtered and bottled.
    Not exactly disgusting but neither was it reassuring.

  29. The majority of the German people had no clue what the Nazis we're doing why should the German people lose their jobs when most had no connection to the the Atrocities committed?

  30. I liked the new Coke better than the original or the so called replacement. Let's bring back the awesome 80s!

  31. Fanta story happened nothing whatsoever as this video portrays it. The sad thing is that a separate Top Tenz video gets it right.

  32. Diet coke and coke zero are not even remotely the same. Coke zero tastes almost exactly like a regular coke. Diet coke tastes almost exactly like battery acid. Tiny difference.

  33. Coke Zero for men yet I bought a Share A Coke Coke Zero that had my first name on it and I quickly bought and drank it so I can make it a water bottle to carry around on the go. Shame I lost it when I was setting up the current store I work at in February 2018.

  34. Nestlé STILL bottles tap water without paying California for access. It's ridiculous. Public water is funneled into a private business instead of to the people who really need it.

  35. I’ve never tasted new coke, but I see the original one as a flavour, like vanilla.
    Sure, nature doesn’t produce Coca-Cola, but you know what I mean.
    Presented as an additional product? Sure! Let people get used to it. Maybe the new one will win.
    But taking one away, telling me those are the rules and deal with it? Id be pissed off, too. Well, not as pissed off as those callers. Grumpy would maybe be a better term.

  36. Coca-cola once tried sueing RC Cola (Royal Crown Cola) for using the word cola but RC Cola won and the word cola can be used by anyone now

  37. WRONG! New Coke wasn’t better.

    New Coke was Pepsi. I took part in a taste tests with some friends and it was very obvious. Coke drinkers preferred Classic Coke and Pepsi drinkers were ok with New Coke.

    The only idiots in this part of the discussion were the writer (assuming no ad libbing) and the host (yes, you Simon. You are so condescending at times).

    The many products exist because people have different preferences. When Coke changed the formula, they gave people on choice with 2 names – New Coke which was Pepsi with the Coke label and Pepsi (their competitor).

    Coke got flack because they pissed off their customers. No reason to buy from Coke when Pepsi sells the same things.

    If the “scientists”/mixers/manufacturers couldn’t tell their “new” formula was Pepsi, they all should have been fired.

    Just because you have a YouTube channel doesn’t make you an expert on everything you speak of, you need to remember that. Just like Coke/Pepsi/etc if you don’t deliver, you will fall be the wayside.

  38. i gave New Coke an honest try, but absolutely preferred the original flavor. i didn't drink that much pop, but made a point of stockpiling several months' worth of the original Coke from my family's store, after the release of New Coke. i did my own blind taste tests with several friends, using the original, New, and Classic Coke. Unfortunately, when they released Classic Coke, it used high fructose corn syrup, instead of the cane sugar i have always preferred, which i immediately noticed in the ingredients list. Cane sugar Coke was still used in Mexico, however. So, technically, with Mexico as the exception, they didn't, "bring back" the original… it was still a different recipe.

  39. Lol they got sooper racist with the soda in the late 90s tab because people dont like the brown one 😆😂😂😂😂😂😂

  40. TAB in any form is not, never has been and never will be anything short of industrial waste.

    P.S. I miss Crystal Pepsi to this day. Yes, I said it.

  41. 6 – I grew up drinking pepsi and a few years ago my doctor told me that I was in the pre diabetes stage and needed to cut back on sugar. so I switched instantly to diet soda, and quit eating candy. within 2 months I lost 25 pounds. if a person cuts back or cuts out sugar, they will definitely lose weight. I know that for a fact.

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