New Coke: The 1985 Flavor Change That Backfired
In 1985 Coca-Cola replaced its 99-year-old formula and faced a revolt. The story of New Coke: the Pepsi Challenge, the taste tests and the 79-day U-turn.
Was 1630s tulip mania a mad bubble that ruined the Dutch economy? What happened in 1636–37, where the famous stories came from and what historians found.

Tulip mania is the classic tale of a financial bubble: in the 1630s, the story goes, Dutch people went mad for tulips, selling houses to buy single bulbs, until the market crashed and ruined thousands. It’s a great story. Much of it isn’t true.
Tulips arrived in Europe from the Ottoman Empire in the 16th century and became luxury goods in the wealthy Dutch Republic. The most prized varieties had dramatic flames and stripes of color. Nobody knew it then, but those “broken” patterns were caused by a virus, which made the bulbs rare and hard to breed reliably.
By the mid-1630s, a trade had grown up in bulbs, including contracts to buy bulbs that were still in the ground. During the winter of 1636–37, prices rose sharply, and trading spread in informal meetings in taverns. Some rare bulbs reportedly sold for extraordinary sums.
In early February 1637, buyers stopped showing up. At an auction in Haarlem, bidders failed to appear, and the market collapsed within days. Many contracts were never paid, and disputes dragged on until towns allowed buyers to settle for a small fraction of the agreed price.
| Popular myth | What historians have found |
|---|---|
| The whole country joined in | The trade involved a relatively small group, mostly merchants and skilled artisans |
| Thousands were ruined | Historians have found few, if any, bankruptcies clearly caused by tulips |
| The Dutch economy was crippled | The Dutch Golden Age economy carried on largely unaffected |
| People sold homes for single bulbs | Some high prices are documented, but many dramatic anecdotes come from moral pamphlets |
| A sailor ate a priceless bulb thinking it was an onion | A colorful tale with no reliable evidence |
After the crash, Dutch pamphlets mocked the tulip trade as a moral lesson about greed and folly. Two centuries later, Scottish writer Charles Mackay retold these stories in his hugely popular 1841 book Extraordinary Popular Delusions and the Madness of Crowds, adding vivid details and presenting tulip mania as a national madness.
Historian Anne Goldgar, who studied contemporary archives, concluded in 2007 that the crash caused real embarrassment and broken trust among those involved, but not the economic catastrophe of legend. Some economists have also argued that high prices for the rarest bulbs were not as irrational as they seem, given how rare and desirable they were.
Tulip mania is a perfect parable: beautiful, absurd and easy to retell whenever a new asset seems to be soaring. It’s invoked during stock booms, housing bubbles and crypto rallies. Like the supposed mass panic over the War of the Worlds broadcast, the legend grew bigger in the retelling than the event itself.
For a modern case where a real company collapsed after investors believed a story, read about the Enron scandal.
Prices peaked during the winter of 1636–37, and the market crashed in early February 1637.
It’s often called the first recorded speculative bubble, though historians debate whether it truly qualifies, given the limited scale.
Flame-patterned “broken” tulips were rare and unpredictable, because the patterns were caused by a virus. Their rarity made them status symbols.
Every article is edited by a human and checked against our editorial policy. Spotted a mistake? Tell us.
In 1985 Coca-Cola replaced its 99-year-old formula and faced a revolt. The story of New Coke: the Pepsi Challenge, the taste tests and the 79-day U-turn.
How Elizabeth Holmes built Theranos into a $9 billion company on the promise of finger-prick blood tests, how the truth came out and what the trials decided.
In 1912 a skull from an English gravel pit was hailed as a missing link. In 1953 it was exposed as a forgery. How Piltdown Man fooled experts, and who did it.