Скачать или смотреть Sergio Zyman, Part 2: New Coke and "The End of Marketing as We Know It"

A History of Marketing / Episode 10 (Part 2)

Coca-Cola's first CMO shares the inside story of the New Coke launch, the most widely analyzed and debated 77 days in marketing history.

This week, we continue my conversation with marketing legend Sergio Zyman, picking up right where we left off: on the front lines of the Cola Wars. In Part 1 of my interview with Zyman, we covered his astounding rise from Mexico City to launching Diet Coke. Part 2 takes us even deeper into one of marketing's most analyzed and debated moments: New Coke.

We go beyond the headlines of New Coke and hear Zyman’s first-hand stories of:

The Internal Battles: How resistance to changing Coca-Cola's iconic (but underperforming) ads led to the fateful decision to change the product itself

The Research Blind Spots: Why focusing solely on taste preference, without considering purchase intent, led Coca-Cola to the wrong strategy

The "Kamikaze" Product Launch: The calculated plan to kill Crystal Pepsi by launching the intentionally ill-fated Tab Clear

The “best feature of Excel is Word”: How Sergio influenced Microsoft to elevate its narrative of Excel and market the full Microsoft Office bundle.

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