paulb@ttidcc.UUCP (Paul Blumstein) (08/14/85)
<slurp,slurp>
Today's Los Angeles Times has a full-page ad from "The Sugar Association,
Inc." in Washington, DC. The ad reads as follows:
Title: Why Did The "Old Cola Drinkers of America" Turn Up Their Noses
At Classic Coke?
The "old Cola Drinkers of America" is an organization that monitors
consumer responses to soft drinks and other products. At a July 31
press conference, they turned up their noses at "Classic Coke" because
it is sweetened with a cheaper sweetener--corn syrup--instead of sugar.
"It is not the original formula; it is not the Coke of my youth," OCDA
leader, Gay Mullins said at the time. They were right. For 94 years
Coca-Cola was in fact "The Real Thing"--a classic sweetened with real
sugar--an unvarying taste standard known and trusted the world over.
But five years ago, Coca-Cola quietly began to change its formula.
- Until 1979, the Coca-Cola Company used only sugar as a sweetener.
- In 1980, the company began blending corn syrup with sugar, using as
much as 50% of the substitute.
- In 1984 it went to 100% use of the substitute and no sugar.
- At no time during this five-year period did the company advertise
these changes to the consumer or indicate them on the Coke label.
The graph shows that standard Coca-Cola's share of the soft drink market
has declined from 24.3% in 1980 to 21.8% in 1984 and appears to be
gaining downhill momentum. Switching sweeteners and altering taste
undoubtably was one of the factors contributing to this downturn. The
consumer caught on to the change and began looking elsewhere. Incidentally,
the savings on this ingredient change were never passed along to the
consumer.
The amazing thing about the quiet change in the taste of Cloke is that
to use "The Real Thing"--sugar--costs the manufacturer less than a penny
more per bottle or can, compared to the cheaper sweetener. Looking back,
it is obvious that the loss of market share was more costly than the
money saved.
In the move from quality to economy, the American consumer has been
deprived of the classic taste still enjoyed beyond our stateside borders.
Just ask a traveler who has sampled Coca-Cola in Mexico, Canada, Hawaii
or Europe, where it is still made with real sugar.
Coca-Cola has announced "Classic Coke." Webster's Dictionary defines the
word "classic" as "of recognized value; serving as a standard of excellence;
traditional, enduring." This formula doesn't qualify, but it could
very easily.
_Why_doesn't_the_Coca-Cola_Company_give_American_consumers_their_due_______
_and_go_back_to_the_drink_it_made_for_94_years,_the_real_"Classic_Coke"____
_made_with_real_sugar?__It_is_the_product_on_which_the_company_was_built.__
And the nice thing aboout using sugar is that it's a natural product
with no warning labels, and only 16 calories per teaspoon. Sometimes
people should leave well enough alone.
--
-_-_-_-_-_-_-_-_-_-_-_-_-_-_-_-_-_-_-_-_-_-_-_-_-_-_-_-_-_-_-_-_-_-_-_-_-_-_-
Paul Blumstein "I may be drunk, but you're ugly.
Citicorp/TTI Tomorrow, I'll be sober."
3100 Ocean Park Blvd. W. Churchill
Santa Monica, CA 90405
(213) 450-9111
{philabs,randvax,trwrb,vortex}!ttidca!paulbalan@sun.uucp (Alan Marr, Sun Graphics) (08/18/85)
> Incidentally, > the savings on this ingredient change were never passed along to the > consumer. > > The amazing thing about the quiet change in the taste of Cloke is that > to use "The Real Thing"--sugar--costs the manufacturer less than a penny > more per bottle or can, compared to the cheaper sweetener. This kind of claim is specious on two counts. First, the savings may well have been passed on to the consumer if price increases are delayed. Second, a cost of a penny to manufacturer can become a cost of five cents or so to the consumer when the markups attached by the distributors and vendors are figured in. Some other thoughts: 1) Dr. Pepper is the best. 2) Coke Classic is close enough to the original. 3) Coke Classic should be called Classic Coke. --- { std. disclaimer } --- "Extraordinary how potent cheap music is." Noel Coward