Coca-Cola is changing the flavor of a soda.*** Again.
可口可乐将改变其一款苏打水的味道，再一次
Coca-Cola changed the flavor of its soda in 1985 and enraged a nation. Now, the company is doing it again, risking another outcry. This time, it is changing the taste and look of one of its most popular soft drinks: Coca-Cola Zero Sugar.
1985 年，可口可乐公司改变了其一款苏打水的味道，这一做法激怒了整个国家。如今，这家公司将再次这么做，冒着又一轮被反对的风险。这一次，它将改变其最受欢迎的一款软饮料——零度可口可乐——的味道和包装。
Already, on social media, worry and apprehension greeted the impending change. Some consumers threatened to turn to the drink of Coca-Cola's archrival, Pepsi. Others recalled the marketing debacle of 1985, when Coca-Cola unveiled "The New Coke," a sweeter version of the original soft drink.
对于即将到来的改变，社交媒体上已经充斥着担心与忧虑。许多消费者扬言要转而支持可口可乐的头号竞争对手——百事可乐。其他人则想起了 1985 年的那场“营销惨剧”；当时，可口可乐推出了“新可口可乐”，即原版可乐的加甜版。
That change was an attempt to beat back the growing success of Pepsi, which was beginning to cut into Coca-Cola's market share. But consumers hated the New Coke. In July 1985, after only three months, the company announced that it would restore the original Coca-Cola, now rebranded as "Coca-Cola Classic," to store shelves.
当时，百事可乐的发展蒸蒸日上，开始瓜分可口可乐的市场份额；于是，为了予以回击，可口可乐便做出了味道上的调整。然而，消费者们却不喜欢新可乐。1985 年 7 月，在新品上市仅 3 个月后，可口可乐就宣布，原版可乐将重回商店货架；如今，这款原版可乐也改名为“可口可乐经典版”。
This time around, the change is not likely to cause the same sort of backlash, despite some of the early grumbling, said Doug Bowman, professor of marketing at Emory University's Goizueta Business School. "This is a strategy where Coke is trying to stay ahead of the market," he said.
埃默里大学戈伊祖塔商学院市场营销学的教授道格·鲍曼表示，尽管早期会有一些埋怨，但这一次，可口可乐的改变不太可能会造成过去那样的抵制。他说道：“这是可口可乐的一种策略，它在试图保持其市场领先地位。”
In general, consumers have grown used to beverage companies changing and adapting popular drinks. Bowman noted that in the nearly 40 years since the New Coke kerfuffle, vodka companies have introduced vanilla, lime and peach flavors; popular beer brands have experimented with myriad tastes; and both Coke and Pepsi have dabbled in fruit varieties.
总体而言，消费者其实已渐渐习惯了饮料公司对它们的热门饮品做出改变和调整。鲍曼指出，“新可乐风波”后的将近 40 年里，伏特加厂商推出了香草、青柠和桃子口味的伏特加；热门啤酒品牌也尝试过无数种口味的啤酒；可口可乐和百事可乐也都小试过水果口味的可乐。
Natalia Suarez, a senior brand manager at Coca-Cola, said in a statement that the company had tinkered with the soda recipe before. "The consumer landscape is always changing, which means we must evolve to stay ahead," she said.
可口可乐公司的高级品牌经理娜塔莉娅·苏亚雷斯在一份声明中表示，公司曾经对可乐配方进行过微调。她说：“消费者格局一直在变化，这意味着我们必须不断发展，以保持领先地位。”
主编：Felicity、Jenny
品控：Felicity
审核：夏天
Photo Credit：Olivier DOULIERY / AFP
重点词汇
enrage
/ɪnˈreɪdʒ/
v. 激怒，触怒
相关词汇：rage（n. 暴怒，盛怒）
英文释义：violent uncontrollable anger
例句：He's shaking with rage.
例句：He flew into a rage.
词根词缀：en-（表示“使处于某种状态”）
派生词：encircle（v. 环绕，围绕）；endanger（v. 危及，危害）
例句：The news of the Chinese-Canadian pop star enraged the public.
outcry
/ˈaʊt.kraɪ/
n. 强烈反对，强烈抗议；呐喊，怒吼
相关短语：to cry out（大喊大叫）
例句：The patient cried out in pain.
英文释义：a strong expression of public disapproval or anger
搭配短语：a public outcry against / over the rise in prices
搭配短语：an outcry against / over racism
soft drink
软饮料
文化补充：软饮料指不含酒精或酒精含量低于 0.5%（质量比）的天然或人工配制的饮料。
相关短语：hard drink（硬饮料）
文化补充：硬饮料指含酒精成分的饮料。
同义短语：alcoholic drink
相关短语：fizzy drink（碳酸饮料，气泡水）
相关词汇：fizzy（adj.（饮料）有气泡的，冒泡的）
相关词汇：soda（n. 苏打水）
apprehension
/ˌæp.rəˈhen.ʃən/
n. 担心，恐惧；理解
英文释义：anxiety or fear that something bad will happen
例句：She had some apprehensions about her future.
文化补充：文章这里，作者将 worry 和 apprehension 这两个意思很接近的词放在一起，这种做法实则是英文里一种常见的表达方式。这样做的目的是：1. 让语义更准确、更完整；2. 形成节奏感和形式美感。
相关短语： safe and sound（安然无恙）；sick and tired of sth.（受够了……）； hustle and bustle（熙攘喧嚣）。
例句：I'm sick and tired of the hustle and bustle of the city.
impending
/ɪmˈpen.dɪŋ/
adj. 即将发生的，迫在眉睫的
相关词汇：impend（v. 即将发生，迫近）
英文释义：to be about to happen
例句：Her retirement is impending.
英文释义：(usually of an unpleasant event) that is going to happen very soon
搭配短语：the impending doom of the singer
archrival
/'ɑ:tʃ'raivəl/
n. 主要竞争对手
相关词汇：rival（n. 敌人，竞争对手）
词根词缀：arch-（表示“主要的，最重要的”）
派生词：archbishop（n. 大主教）；archenemy（n. 头号敌人）
debacle
/dɪˈbɑː.kəl/
n. 崩溃，溃败
英文释义：a complete failure
搭配短语：an economic debacle
unveil
/ʌnˈveɪl/
v. 揭开面纱；为……揭幕，首次推出……
相关词汇：veil（n. 面纱）
相关词汇：veil（v. 用面纱遮掩）
词根词缀：un-（表示“相反的动作”）
派生词：untie（v. 解开），unlock（v. 解锁）
例句：Huawei unveiled its new operating system Harmony OS almost two months ago.
cut into
占用时间，瓜分……的份额；打断，中断
英文释义：to interrupt
搭配短语：to cut into one's thought（打断）
英文释义：to take away a period of time or an amount of something
例句：The extra time I was spending at work was cutting into my time with my family.
backlash
/ˈbæk.læʃ/
n. 强烈反对，强烈抵制；向后冲撞的力量
相关词汇：lash（n. 鞭打，抽打）
近义词：outcry（n. 强烈抗议，强烈抵制）
搭配短语：a backlash against racism
grumbling
/'grʌmbliŋ/
n. 发牢骚，嘟哝，埋怨
相关词汇：grumble（v.（小声）嘟囔，埋怨，发牢骚）
词根词缀：-ing（名词后缀）
例句：He spent the evening grumbling to me about his job.
introduce
/ˌɪn.trəˈduːs/
v. 首次推出……；介绍
相关词汇：unveil（v. 首次推出……）
vanilla
/vəˈnɪl.ə/
n. 香草
lime
/laɪm/
n. 青柠
myriad
/ˈmɪr.i.əd/
n. 大量的，不计其数的
英文释义：countless or extremely great in number
搭配短语：the myriad lights of the city（城市里的万家灯火）
dabble
/ˈdæb.əl/
v. 涉足，涉猎；玩水，嬉水
例句：He dabbles in painting as a hobby.
tinker with
微调，小修补，小修理
相关词汇：tinker（n. 补锅匠）
词性拓展：tinker（v.（不起什么作用的）小修补，小调整）
例句：He spent hours tinkering with the computer.
landscape
/ˈlænd.skeɪp/
n. 情形，状况
搭配短语：the political landscape
加