ADV 3500 Lecture 7: Coke video
19 Feb 2019
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Document Summary
Advertising research plays a huge role in designing and developing an advertising campaign. Data gives a company a direction to go in and power to prove how it may work. Advertising sets the tone for a product and brand, and must be thoroughly researched. New coke was a new coca-cola product introduced to combat increasing competition from pepsi. At the time, pepsi was running a marketing campaign called pepsi challenge which showed over half of consumers preferred the taste of pepsi over coke in a blind taste test. These results were further proven by coca-cola"s own tests. So, coke developed a new formula and decided to run about 200,000 taste tests comparing their new product to both the original. These studies showed 61% of people favored the new coke flavor. As a result, coca-cola decided to introduce new coke and phase out the original coke. The responses were not at all what they expected.
