Each percentage lost equals approximately 200 million dollars. This could have been end result of the rivals, Pepsi-Cola, achievement. With the marketing competition pressures building Coca-Cola determined to come up with a new formulation. The company spent 4 million dollars in researching a new formula. With some 200 newspaper and tv newshounds current, Coca-Cola introduced the change in the formula on April 23, 1985. Within the 1st 24 hours of the statement, over 81% of the United State's inhabitants 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 clients. Six weeks later, the number of calls rose to 6000 per day. Over 40,000 letters were written to the agency. Each letter was answered to, and sent with a coupon for the hot Coke. When the Pepsi-Cola company heard in regards to the change in Coca-Cola's secret formula, they assumed that it was changed
to compete with their company.