In 1985, Coca-Cola announced that its legendary formula would be retired. In its place, the company would introduce a newly formulated soft drink called New Coke. The product launch was a marketing fiasco and the original formula soon had to be reintroduced as Coca-Cola Classic. Before the extent of this marketing failure was fully understood, Bernard Schoenbaum came up with a New Yorker cartoon that played on the spirit of the moment.
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| "If Coke can change after so many years, why can't you?" Bernard Schoenbaum Original art The New Yorker, May 13, 1985, p. 52 |
The original art was offered on eBay, where the seller described it incorrectly as a "vintage 1985 New Yorker artist approval proof."
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| "If Coke can change after so many years, why can't you?" Bernard Schoenbaum Original art The New Yorker, May 13, 1985, p. 52 |
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| "If Coke can change after so many years, why can't you?" Bernard Schoenbaum Original art The New Yorker, May 13, 1985, p. 52 |
The seller wrote, "I am unsure who the artist is." The signature belongs to New Yorker cartoonist Bernard Schoenbaum.
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| Left detail |
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| Right detail |
The cartoon was a timely one, and it was therefore designated for publication in the "A" Issue, the next issue of the magazine to see publication.
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| Bernard Schoenbaum eBay listing ended June 15, 2022 |
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| Bernard Schoenbaum eBay item description |
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| "If Coke can change after so many years, why can't you?" Bernard Schoenbaum Original art The New Yorker, May 13, 1985, p. 52 |
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| A cartoon by Bernard Schoenbaum https://archives.newyorker.com/newyorker/1985-05-13/flipbook/052/ |
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