Tag Archives: Great Depression
For most businesses, it’s a sink or swim economy out there, and swimming means keeping up with ever-changing consumer expectations.
There is a famous story about Coca-Cola and Moxie Cola that illustrates this point. Most people haven’t heard of Moxie Cola, and there’s a reason why. Before the Great Depression, both beverage companies were fierce rivals, but when the stock market crashed in 1929 and times were tight, Moxie decided to cut their advertising program in favor of purchasing sugar for their product. Coca-Cola did exactly the opposite, bolstering their advertising campaign instead. It was a risky move, but look at Coca-Cola now. Moxie didn’t go under, they’re still around today, but they are nowhere near the global powerhouse Coca-Cola has become.