Sergio Zyman

Sergio Zyman (born July 30, 1945) is a marketing executive from Mexico best known as the marketer behind the failed launch of New Coke, now regarded as one of the greatest marketing blunders of all time. A cover story in Fortune Magazine from May 1, 1995 referred to New Coke as the biggest marketing blunder since the launch of Ford's Edsel. New Coke was a reformulation of the original Coca-Cola flavor. After significant consumer opposition the original flavor was reintroduced in just 77 days.

As per Fortune Magazine's 1995 cover story:

Zyman's work experience includes tenures with Coca-Cola, PepsiCo, and Procter & Gamble, and his own firm Zyman Group. He is also known for helping introduce Diet Coke in 1982 and conceiving Fruitopia in 1994.

After leaving the Coca-Cola Company, Zyman launched a consulting firm called the Zyman Group, which he sold to MDC Partners Inc., a Canadian advertising firm holding company, for around $60 million in April 2005. He was replaced there as Chairman by Scott Miller, formerly with McCann Erickson and the Sawyer/Miller Group, and is no longer part of the Zyman Group's management team - though he is listed as the founder of the company on its website. The Zyman Group is no longer in business. He has written four books to date on his experiences in marketing and advertising.