tipped her a wink.
MEMO TO S. BLACKLAND
RE: NEW COKE PROJECT
6/25/84
Hi Steve,
The latest results on New Coke are unbelievable! Can’t wait until we get this one in front of the board.
We’ve completed the market research, where we let people compare Coke and the new strain (from unmarked cups, of course). I don’t want to preempt the presentation, but it looks like FIVE OUT OF SEVEN prefer the new taste!
I think this is going to be big, Steve. It’s going to blow Pepsi off the map.
JJ
MEMO TO S. BLACKLAND
RE: NEW COKE PROJECT [2]
1/12/85
Steve,
Thanks for your help on Friday. We have to wait for the final decision, of course, but I think you’re right—the board’s going to OK it.
I am concerned about Will’s reaction. Sure, everyone’s real attached to the brand, but Christ, when five out of seven prefer the taste of the new strain, we’d be crazy not to change the formula. I mean, taste is taste, right?
JJ
MEMO TO J. JACKSON
RE: REFERENCE
10/31/85
JJ,
I was certainly disappointed to hear of your resignation. Unfortunately, though, I would prefer it if you didn’t list me as a reference on your CV.
You know how much we lost on New Coke, JJ, and people want to know how we could have let it happen. They want to know how our people could forget what marketing was. I’m barely covering my own ass here.
Hope there are no hard feelings. Best wishes for the future.
Steven Blackland
day one
6 has some sandwiches sent to my office for lunch, which is disappointing because I was hoping she’d take me out somewhere, plus I don’t really like cucumber. But I guess she has power lunches with important people to attend to.
She finally reappears at eight, long after I’ve become heartily sick of browsing Coke research files and instead clocked the fastest time for Minesweeper. When the door opens I surreptitiously Alt-F4 it.
“How did you do?” 6 asks. Her voice is steady but her hand, I notice, is gripping the door handle tightly.
So I tell her: I have sore eyes, a stiff back and no ideas for an ad.
the scat diaries
TUESDAY.
Woken up by Tina arriving home at 5 A.M. with boy. Tried to go back to sleep but distracted by noises from Tina’s bedroom. Wondered what this means about 6’s sexuality. Couldn’t tell.
Locked in tiny office at Coke all day again. Developed pathological hatred of Minesweeper. No ideas for ads. 6 disappointed.
Worked late, got take-out. Fell asleep on sofa while 6 watched Letterman.
WEDNESDAY.
Discovered on computer that they once actually released Coke-flavored cigars. Spent an hour checking this, certain it must be a joke. It’s not. They really did.
Highlight of day: 6 in huge fight with marketing guy outside my office. Peered through blinds and saw hysterical young guy in blue shirt and Mickey Mouse tie: apparently thinks 6 is leaving print runs too late for summer campaign. 6 controlled but dark eyes very scary. Quickly shut down Minesweeper and went back to work. Still no ideas.
THURSDAY.
Worked hard all morning, no ideas. Depressed, forced down cucumber sandwiches, played Minesweeper to relax. Played badly and deleted game from computer in rage. Regretted within hour.
People quiet in corridors at Coke, tight lips, grim expressions. Occasionally they peer in my window. Since no one’s meant to know I’m here, I guess they’re wondering who the hell I am.
look out behind you
“Scat,” 6 says carefully. We’re having Indian tonight, and it’s arranged on the carpet in little plastic containers. “I can’t help but feel that we aren’t making much progress on the ad.”
“Well, I’ve got one idea—”
6 sighs. “We’re not going to have a giant beach ball crush New York. It’s creative, but it’s not going to sell product.”
This is true. “Okay, okay.”
“You must have found something in the files. There has to be something.”
6 is thinking about Ogilvy. David Ogilvy wrote
MEMO TO S. BLACKLAND
RE: NEW COKE PROJECT
6/25/84
Hi Steve,
The latest results on New Coke are unbelievable! Can’t wait until we get this one in front of the board.
We’ve completed the market research, where we let people compare Coke and the new strain (from unmarked cups, of course). I don’t want to preempt the presentation, but it looks like FIVE OUT OF SEVEN prefer the new taste!
I think this is going to be big, Steve. It’s going to blow Pepsi off the map.
JJ
MEMO TO S. BLACKLAND
RE: NEW COKE PROJECT [2]
1/12/85
Steve,
Thanks for your help on Friday. We have to wait for the final decision, of course, but I think you’re right—the board’s going to OK it.
I am concerned about Will’s reaction. Sure, everyone’s real attached to the brand, but Christ, when five out of seven prefer the taste of the new strain, we’d be crazy not to change the formula. I mean, taste is taste, right?
JJ
MEMO TO J. JACKSON
RE: REFERENCE
10/31/85
JJ,
I was certainly disappointed to hear of your resignation. Unfortunately, though, I would prefer it if you didn’t list me as a reference on your CV.
You know how much we lost on New Coke, JJ, and people want to know how we could have let it happen. They want to know how our people could forget what marketing was. I’m barely covering my own ass here.
Hope there are no hard feelings. Best wishes for the future.
Steven Blackland
day one
6 has some sandwiches sent to my office for lunch, which is disappointing because I was hoping she’d take me out somewhere, plus I don’t really like cucumber. But I guess she has power lunches with important people to attend to.
She finally reappears at eight, long after I’ve become heartily sick of browsing Coke research files and instead clocked the fastest time for Minesweeper. When the door opens I surreptitiously Alt-F4 it.
“How did you do?” 6 asks. Her voice is steady but her hand, I notice, is gripping the door handle tightly.
So I tell her: I have sore eyes, a stiff back and no ideas for an ad.
the scat diaries
TUESDAY.
Woken up by Tina arriving home at 5 A.M. with boy. Tried to go back to sleep but distracted by noises from Tina’s bedroom. Wondered what this means about 6’s sexuality. Couldn’t tell.
Locked in tiny office at Coke all day again. Developed pathological hatred of Minesweeper. No ideas for ads. 6 disappointed.
Worked late, got take-out. Fell asleep on sofa while 6 watched Letterman.
WEDNESDAY.
Discovered on computer that they once actually released Coke-flavored cigars. Spent an hour checking this, certain it must be a joke. It’s not. They really did.
Highlight of day: 6 in huge fight with marketing guy outside my office. Peered through blinds and saw hysterical young guy in blue shirt and Mickey Mouse tie: apparently thinks 6 is leaving print runs too late for summer campaign. 6 controlled but dark eyes very scary. Quickly shut down Minesweeper and went back to work. Still no ideas.
THURSDAY.
Worked hard all morning, no ideas. Depressed, forced down cucumber sandwiches, played Minesweeper to relax. Played badly and deleted game from computer in rage. Regretted within hour.
People quiet in corridors at Coke, tight lips, grim expressions. Occasionally they peer in my window. Since no one’s meant to know I’m here, I guess they’re wondering who the hell I am.
look out behind you
“Scat,” 6 says carefully. We’re having Indian tonight, and it’s arranged on the carpet in little plastic containers. “I can’t help but feel that we aren’t making much progress on the ad.”
“Well, I’ve got one idea—”
6 sighs. “We’re not going to have a giant beach ball crush New York. It’s creative, but it’s not going to sell product.”
This is true. “Okay, okay.”
“You must have found something in the files. There has to be something.”
6 is thinking about Ogilvy. David Ogilvy wrote
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