1985 was not a good year for Coca-Cola. It marked one of the greatest marketing failures in history: the replacement of the original Coke formula with a new one, usually called “New Coke.” The reaction of American consumers was so strong that the mighty company was almost brought to its knees.
mark：記録する
replacement：取り替え
formula：(飲食物の)製法
mighty：強大な
bring X to one’s knees：Xを屈服させる、Xを打ち負かす
(ref.) throw in the towel：負けを認める
The change was no small decision by Coca-Cola. For 99 years, the Coke formula had stayed the same. Yet, beginning in the 1970s, the company started losing market share to its biggest rival, Pepsi. By 1984, sales of Coke and Pepsi were almost even. In response to these disturbing trends, Coca-Cola developed a new, sweeter formula. It held almost 200,000 taste tests, with mostly positive results.
in response to X：Xに応えて
disturbing：気がかりな
On April 23, 1985, the new formula hit the market. Many people liked the taste, but a growing number of consumers were upset that “their” Coca-Cola had been changed. Thousands of people wrote angry letters and telephoned the company, demanding that the original formula be brought back. In songs, TV shows, newspapers, and magazines, people expressed their unhappiness with New Coke. In the meantime, Pepsi took over as the top soft drink in the country.
be upset：落胆した
in the meantime：その間に
take over：成功する
What happened? In blind taste tests, people preferred the new formula. What Coca-Cola did not consider was how strongly people were attached to the original taste and brand. Millions of consumers grew up drinking Coke, and they had fond memories of sharing the drink with friends and family members. In short, the original Coke was an important part of their lives, and people had an emotional attachment to the drink.
be attached to X：Xに愛着を持っている
fond：(思い出などが)楽しい
in short：要するに
On July 10, less than three months after the release of New Coke, Coca-Cola admitted defeat and started selling the original formula once again. Consumers were thrilled that such a large company had bowed to their wishes. They were also excited to have the old Coke back.
defeat：負け
be thrilled：わくわくする
bow to：屈服する
Coca-Cola Classic quickly rose to the top spot in the “cola wars” of the 1980s. And so, even though New Coke was a terrible disaster, it actually strengthened people’s loyalty to the Coca-Cola brand. This was one case where admitting a mistake was clearly the best thing to do.
disaster：大惨事