New Coke

1985-2004

The rivalry between Coca-Cola and Pepsi escalated in 1975 with »The Pepsi Challenge,« where consumers in blind taste tests preferred Pepsi over Coca-Cola. Coca-Cola responded by doing extensive market research that confirmed that yes, consumers actually did prefer the slightly sweeter Pepsi. Coca-Cola changed its classic recipe in 1985 and called it New Coke. 

Coca-Cola consumers were furious that the recipe had been changed. New Coke was a branding disaster and the original formula was quickly re-introduced and rebranded as Coca-Cola Classic. Still today Coke is labeled as “Classic”, a reminder of its massive failure 30 years ago.

 Additional info:

This is such a huge and classic new product failure that there is very much information about it.

Wikipedia - Cola Wars. This is a good place to start

The Coca-Cola Company - The Story of One of the Most Memorable Marketing Blunders Ever

History.com - Great article and a very interesting documentary episode

The New York Times - New Coke Was a Debacle. It’s Coming Back. Blame ‘Stranger Things’

A informative video from CBS News: