I want to tell you a story.  Not an imagined one, not a crazy conspiracy, and not a fictional future solution to current problems.  This is a story of a billion dollar plan which seemingly turned disastrous.  A short lived three month product switch which risked leveling the credibility of one of America's top companies.  This potential cannibalizing mistake did not hurt sales.  However, it was a public relations nightmare and critical breakdown which jammed the corporation's phone lines with consumer complaints.  The carriers and producers of the product eventually turned on the ownership.  It became a brief moment in time when an outraged American public turned a company's business strategy around 180 degrees.   

I want to tell you the story of New Coke.



A brief summation in preparation: this is either the worst or the greatest marketing campaign in history.  If it is, as I would propose, the greatest marketing strategy of all time, this exorcize could only be pulled off by an organization with such a devout consumer following that a short term financial hit would not cripple the company.  The lasting effects of this ploy would have potential to reverberate through a rabid consumer base for generations, thus creating a virtually permanent market share.  There are only a handful of American brands that could execute this.  Coca-Cola is one of them.  Here are the facts.

In 1985 Coca-Cola, who had dominated the American soft drink market for decades, was beginning have their stranglehold loosened by Pepsi.  The traditional Coca-Cola formula had fallen out of favor with the younger demographic.  Executives reasoned the only way to regain their sales advantage would be to make a sweeter cola that could defeat Pepsi in consumer taste tests. 

The sweeter recipe was branded New Coke and was a not a niche product, but a complete replacement for traditional Coca-Cola.  After being released in spring of 1985 New Coke promptly helped Coca-Cola regain much of it's market share and was preferred among casual consumers.  But a growing unrest was rising among Coca-Cola's most fervent drinkers.  Fans of the traditional recipe were shocked that the cola had been removed from shelves.  Legends arose regarding people hoarding the remaining cans and bottles of the soon-to-be discontinued classic soft drink.

Complaints reverberated through the offices of Coca-Cola and through the American media.  There were lawsuits, boycotts, protests, and a breakdown of the supply chain.  Despite a period of increased sales and profitability, the company's executives were forced to quickly defuse a public relations nightmare. Within three months of New Coke's debut, the original Coca-Cola was returned to shelves with the "Classic" name branded on the packaging. 

By the end 1985 the old recipe was the top selling soft drink in America, eclipsing Pepsi and New Coke.  Coca-Cola never looked back, eventually phasing out New Coke and re-re-branding the old recipe back to Coca-Cola.  Their rabid customer base was satisfied.  Coca-Cola had returned to their glory.  It wouldn't always leave a sweet taste in the mouths of consumers. And it would never be perfect.  But now that the public knew the drastic ramifications of having replacement Coca-Cola, they could never again take it for granted.

By the way, the NFL and the Referees' Union reached an agreement roughly 48 hours after replacement refs made the worst call in NFL history.  Despite record television ratings and profits, the owners had to defuse a public relations nightmare.  The union refs will be back to take control of NFL games this weekend.  Not every call will be correct.  They may still occasionally leave a sour taste in the mouths of consumers.  And they will never be perfect.  But now that fans know the drastic ramifications of having replacement officials, they will never again take the classic refs for granted.

Monday night an estimated $150 million in NFL gambling winnings shifted on the Las Vegas, and completely legal off-shore, betting boards. One horrifyingly blown call changed winners into losers on and off the football field. The media reaction was swift and for one instant, in the history of modern television contracts, the vested interests of NFL broadcasters were overcome by a journalistic duty to tell the truth about the disgrace the first three weeks of the 2012-13 NFL season had become.<< MORE >>

I don't have a proper outlet, besides a GoDaddy blog and a Twitter account, to vocalize my displeasure for what you have done to America's game. House representative Todd Akin would call it "legitimate rape". Your employee Chris Kluwe would call you a "lustful cockmonster", or something of the like. The rest of America has no other choice but to refer to you as "The Worst Commissioner In NFL History".<< MORE >>

Monday night Bill Self and John Calipari battled again for the NCAA Basketball Championship. It was the second time they've shared a baseline with the trophy on the line, but only the first one that counts in NCAA history. Eventually we'll discover if Kentucky hangs their new banner with Velcro. But for now, the official championship game tally between the two coaches is Calipari 1 - Bill Self 0.<< MORE >>

It is completely possible that everyone's brackets look like crap this year. Except that statement would imply that someone, in all the world of office pools, hadn't predicted a 1, 2, 2, 4 combination. It's a highly likely scenario. Every year, with the notable exception of last season, there is at least one number 1 seed in the semifinals. Having the remainder of the Final Four filled with 2, 3, or 4 seeds is not a long shot. So it is a reasonable assumption that someone, more likely many people, predicted all the contestants traveling to New Orleans. We, were not those people.<< MORE >>

We're back at the NCAA Midwest Regional Finals in St. Louis, MO. Two nights ago we were able to interview a Kansas fan to get his take on the Sweet Sixteen round. But tonight we're not only joined by him, but we also have the privilege of talking to a young Kansas student. Shje has made the journey to St. Louis for the weekend.<< MORE >>

ST. LOUIS, Mo - Major League Baseball veteran Lance Berkman was forced to issue an apology for statements he made earlier in the week. During an interview discussing the Houston Astros move to the American League, Berkman alleged that commissioner Bud Selig extorted the team's divisional switch from Astros owner Jim Crane during purchase negotiations.<< MORE >>

We're here at the NCAA Tournament Midwest Regionals in St. Louis, Missouri to interview some fans and capture the atmosphere of the latter stages of this elimination tournament.  We are standing in the makeshift metal stands which halve the football designed dome into a more manageable basketball arrangement.  Next to us is a Kansas fan who is enjoying the games tonight.


Sporty: You've arrived at the games early tonight unlike many of your school's fans.  Who are you rooting for in the Ohio vs North Carolina match up?

KU Fan: COME ON OHIO!

Sporty: Interesting choice.  May I imply that you are afraid of meeting North Carolina in the next round?

KU Fan: BORING!

Sporty: Well, don't be offended.  It's just that the North Carolina State fans are rooting for North Carolina because they want the pride of beating their rivals in the tournament.

KU Fan: THAT'S A FOUL REF! COME ON!

Sporty: Nobody touched anyone... nevermind.  What do you think Ohio has to do to defeat the Tar Heels?

KU Fan: SHOOT THREE BALLS!

Sporty: That could work.  But you keep shouting that immediately after they cross the half court line...

KU Fan: SHOOT THE THREE!

Sporty: Shouldn't they look for an open shot?

KU Fan: DOME FACTOR!

Sporty:  Maybe I've watched too much Big 10 basketball, but isn't passing a generally accepted strategy?

KU Fan:  STUPID BIG EAST REFS!

Sporty:  I said Big 10.

KU Fan: EAST COAST BIAS!

Sporty: ...

KU Fan: BORING! THIS GAME IS BORING!

Sporty: Ohio just overcame a huge deficit.  We're going into overtime?

KU Fan: SHOOT THE THREE!

Sporty: The Bobcats don't have the ball yet.

KU Fan: TURN IT OVER!  SHOOT THREE BALLS!

Sporty:  Well good advice.  Hey the North Carolina State Band came out.  Look, there's Waldo!


KU Fan: BORING! SHOOT THE THREE!

Sporty: Well, honestly it was a good effort.  But North Carolina held on for the victory.

KU Fan: DOME FACTOR!

Sporty:  What are you looking forward to when Kansas and NC State meet?

KU Fan: EAST COAST BIAS!

Sporty:  Is North Carolina really in the East Coast media inner circle?  It's not New York, Philly or Boston.  Or even D.C.?

KU Fan:  STUPID ACC REFS!

Sporty:  Are they Big East or ACC refs? I don't have a program.

KU Fan:  EAST COAST BIAS!  SHOOT THE THREE!

Sporty:  Are you sure about this bias?  What about the home field advantage that Kansas has. Their dance team has been out on the floor around five times during commercial breaks while NC State's has been out once?


KU Fan:  DOME FACTOR!

Sporty:  That's certainly a way to sum that up.

KU Fan:  SHOOT THE THREE!

Sporty:  ...

KU Fan:  THAT'S A FOUL!

Sporty:  ...

KU Fan:  THAT'S ANOTHER FOUL!

Sporty: Is everything bad that happens to the Jayhawks a foul?

KU Fan:  FOUL!

Sporty: Where was the foul?  What game are you watching? Was it clipping, catcher's interference, offside?  Explain.  Because I'm not entirely sure you know how this game is played.

KU Fan: THAT'S A FOUL! EAST COAST BIAS! DOME FACTOR!

Sporty:  Well that's it for tonight.  We'll be back on Sunday for the Midwest Regional Final because thanks to the one man in Kansas who understands the game of basketball, Bill Self, the Jayhawks have advanced to meet the Tar Heels.  I can only imagine the wonderful wisdom our fan will bestow upon the likes of Roy Williams.

KU Fan: DOME FACTOR!

This is a lesson to all general managers looking to exert control over their club: give the starting jobs to whomever you want. This tidbit of education may seem counter-intuitive. Baseball, like most sports, has a tradition where open jobs are won in the pre-season. That is the logical and time-honored way. But if you, as the general manager, are in favor of granting starter status to an underachieving former first round pick, it is in your best interest to give him the job before he fails in open competition.<< MORE >>

After one weekend and 48 games it's time to reevaluate our NCAA Tournament brackets. For many it was a rough weekend. Anyone who had Missouri in the Final Four (Brian) had a rude awakening. Of course, there were plenty of mistakes to go around (Florida St. - W. H.). It's not that we've never been wrong (seriously, criticizing Ted Thompson for the Favre fiasco), but we like to believe that it's possible for us to be correct in the big picture, even if our methods require some red ink (World Cup).<< MORE >>