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With the advertising competition pressures building Coca-Cola made a decision to arise with a new formulation. The agency spent 4 million dollars in gaining knowledge of a new formulation. With some 200 newspaper and tv reporters existing, Coca-Cola introduced the change in the formula on April 23, 1985. Within the first 24 hours of the announcement, over 81% of the United State's inhabitants had heard in regards to the advent 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. Six weeks later, the variety of calls rose to 6000 per day. Over 40,000 letters were written to the company. Each letter was replied to, and sent with a chit for the brand new Coke. When the Pepsi-Cola agency heard about the change in Coca-Cola's secret formulation, they assumed that it was modified to compete with their agency. The Pepsi-Cola Company believed the change was due to the undeniable fact that Pepsi-Cola's product tasted better. The CEO of the Pepsi-Cola wrote a letter to each major newspaper in the USA, declaring victory.

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