<P> The press conference at New York City's Lincoln Center to introduce the new formula did not go well . Reporters had already been fed questions by Pepsi, which was worried that New Coke would erase its gains . Goizueta, Coca - Cola's CEO, described the new flavor as "bolder", "rounder", and "more harmonious", and defended the change by saying that the drink's secret formula was not sacrosanct and inviolable . As far back as 1935, Coca - Cola sought kosher certification from an Atlanta rabbi and made two changes to the formula so the drink could be considered kosher (as well as halal and vegetarian). Goizueta also refused to admit that taste tests had led the change, calling it "one of the easiest decisions we've ever made .") A reporter asked whether Diet Coke would also be reformulated "assuming (New Coke) is a success," to which Goizueta curtly replied, "No . And I didn't assume that this is a success . This is a success ." </P> <P> The emphasis on the sweeter taste of the new flavor also ran contrary to previous Coke advertising, in which spokesman Bill Cosby had touted Coke's less - sweet taste as a reason to prefer it over Pepsi . Nevertheless, the company's stock went up on the announcement, and market research showed 80% of the American public was aware of the change within days . </P> <P> The company, as it had planned, introduced the new formula with big marketing pushes in New York (workers renovating the Statue of Liberty were symbolically the first Americans given cans to take home) and Washington, D.C. (where thousands of free cans were given away in Lafayette Park). As soon as New Coke was introduced, the new formula was available at drink fountains in the United States as well as at McDonald's as Coca - Cola pushed this drink to market in many places . Sales figures from those cities, and other regions where it had been introduced, showed a reaction that went as the market research had predicted . In fact, Coke's sales were up 8% over the same period as the year before . </P> <P> Most Coke drinkers resumed buying the new drink at much the same level as they had the old one . Surveys indicated, in fact, that a majority liked the new flavoring . Three - quarters of the respondents said they would buy New Coke again . The big test, however, remained in the Southeast, where Coke was first bottled and tasted . </P>

Why did coca cola changed its formula in 1985