Company profile
SEC EDGAR ↗- Industry
- Beverages
- Listed
- NYSE: KO
- Incorporated
- DE
- Headquarters
- Atlanta, GA
- Fiscal year end
- Dec 31
The analyses
The Reversal · Decision Forks
New Coke Wasn't a Mistake. It Was the Most Expensive Proof a Brand Ever Got.
In 1985 Coca-Cola changed its 99-year-old formula and triggered a revolt that forced a U-turn in 79 days. The lesson everyone draws - listen to your customers - is the wrong one. Coke's research was right: people preferred New Coke in blind tests. What the taste test couldn't measure was the only thing that mattered.
7 min
The Pricing Lens · Business Model
The Price That Wouldn't Move: How Coca-Cola Got Trapped at a Nickel for 70 Years
From 1886 to 1959, a bottle of Coke cost five cents - through two world wars, the Depression, and decades of inflation. It's the most studied frozen price in economic history, and a masterclass in how the machinery you build to sell something can end up dictating what you charge.
7 min