David Rosenthal: belief

Transcript context

…The extrinsic marketing capability of associating it with everything good in your life—with happiness, with Christmas, with your family, with your favorite athletes—is just amazing lifestyle marketing. Then lastly, I will say, New Coke, it taught us to love again. It made us fall back in love with Coca-Cola. I think Coca-Cola would be worse off today if they didn’t go through the New Coke moment, which is crazy to say—I guess we don’t have the counterfactual—but if you just look at the data on the resurgence in Coke afterwards, you couldn’t have come up with a better marketing stunt. Totally agree. I disagree with both sides of the Don Keough statement that we weren’t that dumb and we weren’t that smart. They absolutely were that dumb and they absolutely were that smart. I’ve got two more that I would add. One, I think Pepsi was great for Coke. I think neither Pepsi nor Coke would be what they are today or be as great a product and company as they are today if it weren’t for the other one. Definitely.…

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