Businessweek Archives

`Ok': Not Okey Doke With Coke


In Business This Week

`OK': NOT OKEY-DOKE WITH COKE

IN THE END "OK" SODA WAS too hip for its own good. "OK" was Coca-Cola's gift to Generation X, complete with a toll-free phone line teens could call to hear grunge-talk about soft drinks and the meaning of life. Coke marketing chief Sergio Zyman once predicted "OK" sales would reach $1 billion a year. But test-marketing indicated customers were confused by the drink's flavor, which some likened to the "suicide" drinks kids once concocted by mixing all the flavors at the soda fountain. On Sept. 12, Coca-Cola said it was pulling the plug. EDITED BY KEITH H. HAMMONDS


Best LBO Ever
LIMITED-TIME OFFER SUBSCRIBE NOW
 
blog comments powered by Disqus