Transforming the World of Coke

Transforming the world of Coke

Goizueta thought Coke had become "too conservative," he said in a 1986 interview. "It took us a little bit longer to change than it should have. The world was changing, and we were not changing with the world."

He arranged a retreat for company executives and presented a "strategy for the '80s." He promised no cow would be sacred: "We're going to take risks."

The new CEO immersed himself in the company's accounting and economics. With a new, punchy advertising slogan, "Coke Is It!" he successfully increased domestic sales while continuing to plumb new international markets.

But Goizueta also was responsible for launching New Coke, which he called "the boldest single marketing move in the history of the consumer goods business." The new soda eventually led to protests on city streets as Coke faithful demanded a return of the sweet, caffeinated cola they had come to love.

Coke rebounded by resurrecting the original formula and naming it "Classic" coke.

"Roberto was a man of incomparable wisdom, vision and compassion," said James B. Williams, chairman and chief executive officer of Sun Trust Bank and a member of Coca- Cola's board of directors. "Those qualities benefited not only the company, but the community as well. Roberto was my friend and neighbor, and I will miss him greatly."

Roberto Crispulo Goizueta,

chairman and president 1981 - 1997

Roberto Crispulo Goizueta was born November 18, 1931, in Havanna, Cuba. He was the only son of Crispulo and Aida Cantera Goizueta. His grandfather owned a sugar refinery and a large piece of land.

Roberto Goizueta studied at a Jesuit secondary school in Havanna. After that he went over to the