Donald R. Keough has died.
You didn’t know him? Neither did I. But Donald R. Keough had an impact on my life, on the lives of millions of Americans, on yours, too, maybe.
He was president and chief executive officer of Coca-Cola in 1985 when the company decided to replace the soft drink America loved with something called New Coke.
Like millions of other Americans and people around the world, I had loved Coke since I was able to remember. One of my favorite memories is sitting cross-legged in front of the black-and-white Zenith watching “Science Fiction Theater” while sipping from a not-quite-frozen 16-ounce glass bottle of Coke.
Coke almost was a synonym for America. But after World War II and with the growth of Pepsi, Coke’s market share fell from 60 percent to 24 percent in 1983. Coke launched a two-year program to see if the taste of Coke could be improved.
The sweeter flavor that resulted pleased many people who took the taste test. Coke called the flavor “smoother, rounder, yet bolder.”
So, in June 1985 New Coke replaced Coke, and sales rose 8 percent. But a backlash was almost immediate. Fans of old Coke, columnists, critics, even bottlers protested. People began hoarding the old Coke.
I used to watch food ads and if a store advertised it still had real Coke, I went there. One guy in Texas, I read, bought $1,000 worth of the old Coke.
When we were down to our last two Cokes, my wife and I bought a pizza from our favorite place and gave Coke a fine send -off. We never expected to taste Coke again.
But on July 11, New Coke was yanked from the shelves and “Classic” Coke returned. New Coke became Coke II and in 2009 disappeared completely.
But conflict over Coke continues. It’s bad for our health, causes diabetes and obesity. And some people maintain Coke hasn’t tasted right since real Coke was brought back in 1985 containing high fructose corn syrup instead of sugar.
To taste real Coke, these people say, you have to buy Mexican Coke, Mexicoke, which uses sugar, comes in glass bottles and, alas, is much more expensive than American Coke.
So, it looks as if Coke always will be controversial. But I confess that with all its faults I love it still. I usually drink a 12-ounce can of Coke a day, in the evening while I relax and watch TV, though sitting cross-legged no longer is possible.
What can I say, except, rest in peace, Mr. Keough.
On balance, did you harm me or help me?
Paul Sassone is a freelance columnist for Pioneer Press.
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