Coke is It!and New Coke
In early 1982,Coca-Cola launched a new ad campaign,"Coke Is It!," with an emphasis on the product's qualities of taste and refreshment.The direct,positive statement "Coke Is It!" was meant to appeal to the forthright mood of Americans in the 1980s."Coke Is It!" played on themes of previous ad campaigns,stressing the quality,the enjoyment,and especially the anticipation of drinking a Coca-Cola.
Ironically,the introduction of "new Coke" demonstrated in unexpected ways that after ninety-nine years,Coke had indeed become part of the tapestry of American life.When The Coca-Cola Company introduced a new taste for Coke in North America in 1985,television advertising helped launch it.The public,however,demanded the return of the traditional drink,so vehemently that the company was obliged to bring it back–renamed as "Coca-Cola classic."