How Coca-Cola Lost Its Fizz and Found It Again

Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity · Jul 3, 2026 · 7m · transcript

In 1985, Coca-Cola launched New Coke — widely considered one of the biggest branding blunders in history. But the story is far more interesting than a simple mistake. This episode digs into the real reasons behind the formula change: Pepsi's blind taste tests, the rise of Diet Coke, and Coca-Cola's secret plan to streamline production. We also explore how the backlash led to the return of Coca-Cola Classic, and how the company actually ended up stronger. Along the way, Lucas and Luna discuss what the episode teaches about brand equity, listening to customers, and the difference…