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
Language
English
