The Day Coke Blinked - April 23, 1985

On April 23, 1985, Coca-Cola CEO Roberto Goizueta stepped to a microphone at Lincoln Center and killed a 99-year-old formula armed with 200,000 taste tests that said he was right. He wasn't wrong about the data. He was wrong about what people were actually buying. This is the story of the most spectacular corporate miscalculation in American history, the conspiracy theories that won't die, and what it tells us about the gap between what we can measure and what we actually love.