The Drum Awards Festival - Official Deadline

-d -h -min -sec

Marketing Moments Coca-Cola Marketing

1985: Coca-Cola feels consumer wrath with launch of "new Coke"


By The Drum Team, Editorial

March 31, 2016 | 2 min read

To celebrate the Ad Club of New York's 120th anniversary, The Drum is inviting readers to share their favorite marketing moments from the past 120 years.

New Coke

Today’s marketing moment was chosen by Phil Herr, senior vice president at Millward Brown. Below, see why the 1985 launch of 'new Coke' is his favorite marketing moment.

My favorite moment is ironically a negative one; the launch of New Coke in 1985.

The abysmal failure and subsequent retreat in fewer than six weeks was a seminal moment for marketers.

It signaled dramatically that consumers “owned” the brand. Coca-Cola may be the manager, but it was consumers who were in the driver’s seat.

More than any other event, it ushered in a new era of dialog between marketers and consumers.

See the full 120 Marketing Moments in the dedicated online section and find out how to purchase the exclusive book.

Marketing Moments Coca-Cola Marketing

More from Marketing Moments

View all


Industry insights

View all
Add your own content +