The New Coke Debacle: When Hype Drowned Out Reality
In the mid-1980s, Coca-Cola—a global soft drink behemoth—decided it was time to shake things up. Their plan? Introduce “New Coke,” a sweeter formula aimed at reclaiming market share from Pepsi. Executives believed the hype would be unstoppable: new taste, fresh buzz, instant domination. What they didn’t count on was alienating an intensely loyal customer base that had zero interest in abandoning the classic flavor.
Once “New Coke” hit the shelves, the backlash was swift and brutal. Coca-Cola’s consumer hotlines were inundated with angry calls, and letters of complaint piled up by the thousands. Media outlets fanned the flames, and even local soda bottlers voiced their discontent. The dream of reinvigorating the brand with a “modern” taste quickly turned into a marketing horror story: plummeting sales, damaged brand equity, and a humbling retraction of the new formula after just 79 days. In trying to generate excitement and “awareness,” Coca-Cola forgot to ensure its campaign would inspire genuine, lasting demand—transforming a once-towering icon into a cautionary tale of style over substance.
Apple’s ‘1984’: A Bold Creative Triumph
While some ad campaigns fall flat, others explode onto the scene and become a defining moment in corporate history. In 1984, Apple placed a monumental bet on a single, high-concept commercial to introduce the Macintosh personal computer—one that would reshape the company’s destiny and alter how people thought about personal computing. Directed by Ridley Scott and aired during the Super Bowl, Apple’s “1984” spot was unlike anything viewers had ever seen.
The ad depicted a dystopian future dominated by a Big Brother figure—an unmistakable jab at IBM, then the leading tech giant. A lone heroine charged in, hurling a sledgehammer at the screen to break the chains of conformity, signaling Apple’s entry as a liberator in a world of dull, oppressive sameness. Audiences were captivated. Media coverage roared, millions of consumers curiously flocked to see what made the Macintosh so different, and Apple’s identity as an innovative, fearless underdog was instantly cemented. More than just awareness, Apple enjoyed a surge in sales, proving that bold, creative marketing can simultaneously captivate the public and drive tangible revenue.
72SOLD: Challenging an Outdated Status Quo
A little over five years ago, my firm, 72SOLD, began running its first TV ads in Phoenix with an unambiguous, laser-focused message aimed directly at homeowners thinking about selling—or those who had tried and failed to sell with a traditional agent. Like Apple’s “1984” campaign that called out IBM’s technological stagnation, our ads called out a stubborn real estate norm: advising sellers to wait, wait, wait for the right buyer, even though study after study shows that the longer a home lingers on the market, the less it ultimately sells for.
We built our message around a proven insight: “A later buyer is typically not the higher paying buyer.” Potential buyers naturally wonder what’s wrong with a home that hasn’t sold, sometimes even suspecting it’s overpriced when it’s not. Over the years, our ads never focused on burnishing our brand name for its own sake. Instead, they’ve invited homeowners to discover a faster, more profitable way to sell through our 11-day process—designed to generate buyer excitement, create competition, and drive up offers. By zeroing in on the simple promise of quicker sales and higher prices, we were able to drive genuine, ready-to-act prospects to our website.
Fast forward, and our results speak for themselves: 72SOLD is now the #1 most recognized real estate brand in Arizona and was recently named on the 2025 Inc. 5000 list as the #1 fastest growing real estate firm in the Western U.S. Remarkably, that prominence resulted from advertising that was never intended to “build a brand,” but rather solely to generate business.
Homes2X: Sequel to a Proven Playbook
I’m now applying this same strategy with my newest business, Homes2X.com. After a week of “test” TV ads to assess response, we launched our official television campaign during the NFL Philly-Washington playoff game, introducing a different kind of home-selling service, one that purchases homes but then gives sellers back any profits earned on resale less a small service fee.
Within 5 minutes, that one commercial generated 270+ interested homeowners, with 82 requesting a price for Homes2X to purchase their home. That commercial will generate more revenue than its cost, while building the Homes2X brand at the same time. I believe this is achievable with most businesses in every industry.
Don’t Fall for the “Brand-Building” Trap
If you’re running a business or spearheading a marketing campaign, beware of anyone who preaches that you must spend large chunks of your budget on ads that focus purely on “brand building.” That advice can be a cop-out and a drain on corporate funds. The truth is, if your message resonates with the right people—those who actually need or want what you’re offering—and you spark them to act, you’ll see a spike in revenue that more than pays for your campaigns.
The best marketing doesn’t just get your name out there; it drives business that pays for itself and builds your brand at the same time. So, the next time an agency or consultant suggests that you put money into ads “to raise awareness,” reply by saying you intend to stop shouting into the void because real marketing moves your needle.
“The best advertising doesn’t cost you money—it makes you money.”
