Drinks · Product strategy · 9 min

The recipe that tasted better and lost everything

You are marketing director of Kola Royale, the country’s most iconic soft drink for 60 years.

For fifteen years a sweeter rival has been eating your share, slowly. Its ads show young people choosing it in blind taste tests.

Your lab made a new, sweeter Kola Royale. In blind tests with about 200,000 people, it beats both the old recipe and the rival.