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An Idea A Day by David Thompson

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CUSTOMERS

BEING HONEST WITH CUSTOMERS

Jeremy Kourdi

The idea

In the early 1980s, soft drinks giant Coca-Cola was concerned by its decreasing market share and rivalry with the soda multinational PepsiCo. The 1980s was a decade that saw a “taste explosion” in the soft drinks market, with the introduction of a wide range of new citrus, diet, and caffeine-free colas. Coke was being outperformed by Pepsi in a series of “blind taste tests.”

Rather than focusing on the overall issue of declining popularity, Coca-Cola zeroed in on the issue ...

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