It’s been 23 years since Coca-Cola announced it was changing the formula of the classic soft-drink, and probably 22 years and 364 days since it rescinded the infamous decision.
Some people suggested the formula change was little more than a publicity stunt, an effort to reverse the then flagging fortunes of the company.
One way or another though, Coca-Cola has extracted considerable marketing mileage out of the truths, and misconceptions, surrounding the drink’s formula.
A popular myth states that only two executives have access to the formula, with each executive having only half the formula. The truth is that while Coca-Cola does have a rule restricting access to only two executives, each knows the entire formula and others, in addition to the prescribed duo, have known the formulation process.
Even if, say, half a dozen company executives have varying degrees of knowledge of the formula, surely such a proposition would present all sorts of problems given Coke’s worldwide production?
It does until one learns about Coca-Cola’s franchised production model, whereby a “syrup concentrate” is produced in one location, then exported globally. Or so we are told.
The Coca-Cola Company only produces a syrup concentrate, which it sells to various bottlers throughout the world who hold Coca-Cola franchises for one or more geographical areas. The bottlers produce the final drink by mixing the syrup with filtered water and sugar (or artificial sweeteners) and then carbonate it before filling it into cans and bottles.
The New Coke, as it was called, was created to camouflage what the Coca-Cola company was really up to in the early 80s. New Coke was formulated to create a nostalgic feeling toward Coca-Cola Classic, so much so that once they public was able to again get their hands on Classic they wouldn’t remember or notice that the taste had changed.
Why did the taste change? Because the Coca-Cola company decided to switch from using pure cane sugar in their soda to the cheaper and less wholesome(and less tasty) high fructose corn syrup.
Sodas formulated with HFCS have a different flavor than the same soda created with pure cane, if you can find some of the Kosher Coca-Cola sold in cities with major Jewish populations during Passover, you’ll see what I mean. The Kosher Coca-Cola is created with pure cane and has a much cleaner flavor than the current Coca-Cola Classic on the mass market made with the corn syrup.
So, New Coke wasn’t an experiment at all, it was simple subterfuge. After a time without Coca-Cola Classic nobody noticed that the soda they were now able to purchase didn’t taste the same.
Interesting thought.
Whether it was their intention or not, Coca-Cola certainly stirred up a wave controversy with the “formula change”.
If they’re trying to get people to forget what the original beverage tasted like, they going the right way about it now. With all the variations of Coke now available you wouldn’t know was what anymore :)
I’ll have to find a local Kosher Coke retailer now though, and try some comparison experiments with other types of Coke.