Subject Area

History

Description

In an era where the youth were obsessed with an appearance of success and being hip, when Coke finally altered its New Coke brand identity to appeal to the youth, they still could not make the youth accept New Coke. In the end when Coke had the chance to market to the trendy Generation X in 1985, they focused on taste instead of adapting the brand to fit youth trends. When they finally changed the strategy to appeal to the youth, it was far too late. The “smart shoppers” of the 1980s had already identified New Coke as a failure and moved on.

Publisher

Providence College

Academic Year

2015-2016

Date

4-30-2016

Type

Article

Format

Text

.pdf

Language

English

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