down-branding Coke
down-branding Coke
Out of context: Reply #9
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- eps0
I'm not sure it's so much that coke is trying to trick anyone, but to soothe their customers into trying something new. If the new products are too flashy they stop resembling coke, something you are familiar with. You see vanilla coke and coke together and they look similar and you think: "I like coke, this looks like coke, I will like this." They are selling you something new by actually selling you something you already want. Most people are very unimaginative. They need a solid point of reference. "It's just like coke except..."