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Business, how does it work ?
Most people have a preference of Coke over Pepsi or vise versa. So why not give the customer a choice of both instead of making them settle for something they don't want?
You think big business is about giving the customer what they want?
When you're as big as Coca-Cola, you tell the customer what he will get.
Really? How'd that "New Coke" work out?
Actually, great. They were seeing pretty flat numbers for a while, so they tried a more "pepsi-like" formula. While they did end up with egg on their face, they also surged in popularity once they rereleased "classic". They never did drop back down from that spike completely.
Also, it worked well enough that it's flavor lives on as Diet Coke, which is derived from the New Coke flavor. Compare that to Coke Zero, the "classic" derived diet soda.
I think if they'd have just swapped formulas without telling anyone or changing the packaging, nobody would've ever noticed.