In a bold move in April 1985, Coca-Cola Company decided to alter its flagship product's formula, creating what was marketed as 'New Coke'. This decision was largely driven by a blind taste test initiative which indicated that consumers preferred the sweeter taste profile associated with New Coke over the traditional Coca-Cola. The launch aimed to rejuvenate the brand in response to increasing competition, particularly from Pepsi, which had been gaining market share. The new formula was created in secret, and the announcement was made with significant fanfare, generating considerable media attention. However, the response was anything but positive. Loyal customers showed strong emotional attachments to the original Coca-Cola taste, and widespread ire emerged almost immediately after the new beverage hit the shelves.

The discontent was not limited to mere complaints; it ignited passionate protests and numerous letters expressing dissatisfaction. Consumers felt that Coca-Cola had betrayed its legacy by changing a product they cherished. This consumer backlash was unique in its intensity, with complaints streaming into the company's headquarters and critical press coverage compounding the issue. Recognizing the significant backlash within just a few short weeks of the product launch, Coca-Cola executives moved rapidly to rectify the situation. By July 1985, amidst a whirlwind of negative publicity and consumer unrest, the company announced it would return to the original formula, rebranding it as 'Coca-Cola Classic' to distinguish it from the new version.