BEING HONEST WITH CUSTOMERS
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 ...