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April 23rd - This Day in History: Launch of New Coke


"New Coke" was launched by the Coca-Cola company on April 23rd, 1985. Despite winning several blind taste tests, public outcry led it to eventually being replaced with the old formula, re-labeled as "Coca-Cola Classic." It survived as "Coke II" in limited markets for a few years after.

On April 23, 1985 Coca-Cola announced that it was changing its soft-drink 99 year old formula.

The move came as coke faced an increasing challenge from Pepsi.

Coke's secret formula had been changed once before, but was not accompanied by such publicity and fanfare.

The company held celebrations throughout the country introducing the altered product.

New Coke was said to be sweeter and less fizzy - with an overall more harmonious flavor.

Officials said the old formula would be returned to an Atlanta bank vault, never to be used again, but three months later, old Coke was brought back, after outraged by coca-cola lovers launched a successful campaign.

Old coke was remarketed as Coca-Cola classic and has since sold much better than New Coke.

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