One of the most famous examples was New Coke, a launch by Coca-Cola in 1985. Obviously oblivious to the phrase “never mess with a winning formula”, they decided to change the recipe of Coke that had served them so well, and relaunch it with a fanfare of trumpets. The Chief Executive at the time, Roberto Goizueta, described the new taste as ” smoother, uh, uh, rounder yet, uh, yet bolder…a more harmonious flavor” and, initially, consumers agreed and kept buying Coke as normal. Then there came the backlash – mainly from loyalists in the South, who saw it as some kind of continuation of the Civil War. Eventually, the vocal minority won out and the old formula was restored, although many said it was never quite the same again.