just-drinks authors and correspondents

Richard Parker, principal analyst at GlobalData

Articles by Richard Parker, principal analyst at GlobalData

'New Coke' is available for a limited time in the US - how will consumers react?New Coke returns - The power of nostalgia over consumers - Consumer Trends 31 May 2019

Consumers have repeatedly shown the value of appealing to nostalgia in their love of things that resonate with their younger selves or due to affinities for decades past. The Coca-Cola Co is now targeting this impulse, tied in with the '80s-fuelled nostalgia of hit series Stranger Things, to bring back one of its biggest failures.




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