In the early 20th century, Coca-Cola dominated the soft-drink beverage market with a 60% market share in the 1940s.  In the following decades, Coca-Cola’s market dominance greatly diminished. Competing products, primarily Pepsi, were more heavily supported by the younger generation and by 1983, the beverage held less than a 25% share.  The drastic change in sales forced Coca-Cola to rethink every aspect of the beverage and to the surprise of many, Coca-Cola executives set out on a mission to even rethink the drink’s formula.

On this day, April 23rd, in 1985 New Coke was released by the Coca-Cola Company.  The beverage was marketed as “the new taste of Coca-Cola.” Unfortunately, many consumers did support the taste of New Coke and vocally shared their dissatisfaction with negative reviews.  It is reported that over 400,000 complaints were made to the Coca-Cola headquarters in Atlanta, expressing disappointment and anger about the New Coke taste.  The dissatisfaction with New Coke even came from within the Coca-Cola company, as many executives fought for the original Coke to be reintroduced.  After a few months of conflict, Coca-Cola announced the return of the original Coke formula on July 10, 1985.

New Coke continued to be sold under the Coca-Cola name, but the original Coke formula was marketed as Coca-Cola Classic, or Coke Classic.  By the end of 1985, Coca-Cola Classic dominated the soft-drink market, outselling both New Coke and Pepsi.