The year 1983. This generation marks the first flavor change since the existence of Coca-Cola. This change was mainly influenced by that the fact the Coca-Cola market share had fell 2. 5% percent in 4 years. Each percentage lost equals approximately 200 million dollars. This may have been a result of competitors, Pepsi-Cola, success. With the marketing competition pressures building Coca-Cola decided to come up with a new formula. The company spent 4 million dollars in researching a new formula. With some 200 newspaper and television reporters present, Coca-Cola announced the change in the formula on April 23, 1985. Within the first 24 hours of the announcement, over 81% of the United State's population had heard about the introduction of the new Coke. Within a week, nearly 1000 calls a day swamped to the Coca-Cola Company's eight hundred number from outraged customers.