Legendary Coke Exec Donald R Keough Dies At 88 Led New Coke Disaster Of 1985

ATLANTA -- Donald R. Keough, who led Coca-Cola through the unsuccessful introduction of New Coke in 1985, and the return of the original formula just 10 weeks later, died on Feb. 24. He was 88.

The renowned former executive joined Coke in 1964 and was president and chief operating officer from 1981 to 1993 before retiring. He exerted enormous behind-the-scenes influence at the world's largest beverage company for several more years before retiring from the board of directors in 2013, the Wall Street Journal said. | SEE STORY

When the company introduced New Coke, using a sweeter recipe that many consumers said they preferred to the original and to Coke competitor Pepsi-Cola, it knew it was taking a risk, The New York Times observed in its obituary. The paper recalled that public reaction was far more intense than Coke had anticipated. | READ MORE

"All of the time and money and skill that we poured into consumer research could not reveal the depth of feeling for the original taste of Coca-Cola," Keough said at a news conference when the reversal was announced [see video].

He is survived by his wife, Marilyn; his daughters Kathleen Soto, Shayla Rumely and Eileen Millard; his sons Michael, Patrick and Clarke; 18 grandchildren; and two great-grandchildren.