Brand Loyalty – Guess Nestle wouldn’t learn it from Coke
The “new” formula from Milo was out since last April, almost a year ago. But, I seriously still prefer the old, “classic” version. The original one that I drink since young, the one that I made every morning in the office. The one that I would definitely bring along with me during my overseas trip and have at least 2 drinks per day! The one that I drink whenever I had an “urge” for cocoa. The one that energize me, the one that taste so good!! (Like some people addicted to coffee, I’m addicted to Milo) Then when I couldn’t see my favorite beverage on the shelves of every supermarket……….
Not too sure why nestle withdrew the original Milo.. (Ok, I think they are still being sold in those superrrrrrrr big tins, or only to limited customers? Aka the coffee shops) L But it’s certainly such a disappointing decision to consumers like me… Now I only drink milo when I go to the coffee shop or after my Sunday runs at Burger King (Ice Milo though). I still hope to make a hot milo for myself. The ORIGINAL milo… They said in their web that Milo was Singapore’s most favorite energy drink, then why remove the original formula and introduce what they “assumed” consumers will like? Why did they not consider if consumers have any “feelings” towards their products? Especially when they claim the original is Singapore’s FAVORITE energy drink! The Fuze version and the Australian recipe version tastes extremely yucky to me, taste so much like diluted milky chocolate. Wonder if the sales have tumbled. I seriously hope they will! But then again, they might not really bother about the Singapore Market… Because we are so darn small!! I wonder if the other countries are selling the original. Anyone any idea? Thailand? Malaysia?
Sometime earlier I just came to know about Coke trying to remove their original recipe in US. But that was back in 1985. But the Americans manage to get THEIR COKE back in 1987. Will Singaporeans (or is it me only?) get OUR MILO back? When coke reintroduced the original recipe, they renamed it the “CLASSIC COKE“. I seriously wouldn’t mind to have a “CLASSIC MILO” even if they might be “copying” coke’s way! But hope it wouldn’t take 2 years!
From an old old article:
In April 1985, the management of The Coca-Cola Company announced its decision to change the flavor of the company’s flagship brand. This decision was made based on the fact that Pepsi consumer research discovered in blind taste tests that a majority of consumers preferred the taste of Pepsi to that of Coke. The “Pepsi Challenge” campaign made this public knowledge and Coke executives quickly moved to change America’s top brand. New Coke came in a new can, with updated red and silver graphics replacing the traditional red and white look. Although taste tests of the New Coke had shown that majority of those tested preferred the new product, these tests could not gauge the emotional appeal of the “old” Coke. In other words, consumers want their cake and eat it too. A large public outcry ensued during the 79 days when old Coke was no longer on the shelves. Coca-Cola quickly reintroduced the “old” Coke when they realized market share was falling and christened it Classic Coke. Volume for the classic brand has risen 24 percent since 1984, making it the No. 1 soft drink in the land since 1987. Consumers became even more loyal to the brand after it was temporarily taken away from them.
‘We did not understand the deep emotions of so many of our customers for Coca-Cola.’
- DONALD R. KEOUGH
Coca-Cola president
Not to worry Donald, someone hasn’t learnt from your lesson. At least you learnt…..
Some other reads about it
1. It seem like a good idea then
3. Coca Cola
