Home → News → What the Failure of New Coke Can Teach Us About User Research And Design

What the Failure of New Coke Can Teach Us About User Research And Design



A List Apart: The Full Feed | by In the late 1970s, Pepsi was running behind Coca-Cola in the competition to be the leading cola. But then Pepsi discovered that in blind taste tests, people actually preferred the sweeter taste of Pepsi. To spread the word, Pepsi ran a famous advertising campaign, called the Pepsi Challenge, which showed people tasting the two brands of cola while not knowing which was which. They chose Pepsi every time. As Pepsi steadily gained market share in the early 1980s, Coca-Cola ran the same