TITLE

Jury still out on future of Coke II

AUTHOR(S)
Winters, Patricia; Jamieson, Sean
PUB. DATE
July 1990
SOURCE
Advertising Age;7/16/1990, Vol. 61 Issue 29, p44
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article reports on the plan of soft drink industry Coca-Cola Co. to keep testing Coke II, a relaunch of new Coke in new packaging, in Spokane, Washington, following lackluster sales and some "amorphous" consumer response. According to company manager-public relations Randy Donaldson, the company never set a deadline to end the test and will keep Coke II in Spokane until there is enough information to decide whether to expand the test or roll the product national. Coke II had a 2.4% market share, above the 1.3% share before the test in May 1990. Coke II had a 4.7% market share in April, the month the test began.
ACCESSION #
10310834

 

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