Coca-Cola is changing the flavor of a soda.*** Again.
可口可樂將改變其一款蘇打水的味道，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，可口可樂公司改變了其一款蘇打水的味道羊始，這一做法激怒了整個國家瑞佩。如今旱爆，這家公司將再次這么做响疚，冒著又一輪被反對的風險代咸。這一次，它將改變其最受歡迎的一款軟飲料——零度可口可樂——的味道和包裝漂羊。
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.
對于即將到來的改變驾锰，社交媒體上已經(jīng)充斥著擔心與憂慮。許多消費者揚言要轉(zhuǎn)而支持可口可樂的頭號競爭對手——百事可樂走越。其他人則想起了 1985 年的那場“營銷慘劇”椭豫；當時，可口可樂推出了“新可口可樂”旨指，即原版可樂的加甜版赏酥。
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.
當時，百事可樂的發(fā)展蒸蒸日上谆构，開始瓜分可口可樂的市場份額裸扶；于是，為了予以回擊搬素，可口可樂便做出了味道上的調(diào)整呵晨。然而，消費者們卻不喜歡新可樂熬尺。1985 年 7 月摸屠，在新品上市僅 3 個月后，可口可樂就宣布粱哼，原版可樂將重回商店貨架季二；如今，這款原版可樂也改名為“可口可樂經(jīng)典版”揭措。
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.
埃默里大學戈伊祖塔商學院市場營銷學的教授道格·鮑曼表示胯舷，盡管早期會有一些埋怨，但這一次绊含，可口可樂的改變不太可能會造成過去那樣的抵制桑嘶。他說道：“這是可口可樂的一種策略，它在試圖保持其市場領先地位躬充√佣ィ”
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.
總體而言，消費者其實已漸漸習慣了飲料公司對它們的熱門飲品做出改變和調(diào)整麻裳。鮑曼指出，“新可樂風波”后的將近 40 年里器钟，伏特加廠商推出了香草津坑、青檸和桃子口味的伏特加；熱門啤酒品牌也嘗試過無數(shù)種口味的啤酒傲霸；可口可樂和百事可樂也都小試過水果口味的可樂疆瑰。
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.
可口可樂公司的高級品牌經(jīng)理娜塔莉婭·蘇亞雷斯在一份聲明中表示眉反，公司曾經(jīng)對可樂配方進行過微調(diào)。她說：“消費者格局一直在變化穆役，這意味著我們必須不斷發(fā)展寸五，以保持領先地位」⒈遥”
主編：Felicity梳杏、Jenny
品控：Felicity
審核：夏天
Photo Credit：Olivier DOULIERY / AFP
重點詞匯
enrage
/?n?re?d?/
v. 激怒，觸怒
相關詞匯：rage（n. 暴怒淹接，盛怒）
英文釋義：violent uncontrollable anger
例句：He's shaking with rage.
例句：He flew into a rage.
詞根詞綴：en-（表示“使處于某種狀態(tài)”）
派生詞：encircle（v. 環(huán)繞十性，圍繞）；endanger（v. 危及塑悼，危害）
例句：The news of the Chinese-Canadian pop star enraged the public.
outcry
/?a?t.kra?/
n. 強烈反對劲适，強烈抗議；吶喊厢蒜，怒吼
相關短語：to cry out（大喊大叫）
例句：The patient cried out in pain.
英文釋義：a strong expression of public disapproval or anger
搭配短語：a public outcry against / over the rise in prices
搭配短語：an outcry against / over racism
soft drink
軟飲料
文化補充：軟飲料指不含酒精或酒精含量低于 0.5%（質(zhì)量比）的天然或人工配制的飲料霞势。
相關短語：hard drink（硬飲料）
文化補充：硬飲料指含酒精成分的飲料。
同義短語：alcoholic drink
相關短語：fizzy drink（碳酸飲料斑鸦，氣泡水）
相關詞匯：fizzy（adj.（飲料）有氣泡的愕贡，冒泡的）
相關詞匯：soda（n. 蘇打水）
apprehension
/??p.r??hen.??n/
n. 擔心，恐懼鄙才；理解
英文釋義：anxiety or fear that something bad will happen
例句：She had some apprehensions about her future.
文化補充：文章這里颂鸿，作者將 worry 和 apprehension 這兩個意思很接近的詞放在一起，這種做法實則是英文里一種常見的表達方式攒庵。這樣做的目的是：1. 讓語義更準確嘴纺、更完整；2. 形成節(jié)奏感和形式美感浓冒。
相關短語： safe and sound（安然無恙）栽渴；sick and tired of sth.（受夠了……）； hustle and bustle（熙攘喧囂）稳懒。
例句：I'm sick and tired of the hustle and bustle of the city.
impending
/?m?pen.d??/
adj. 即將發(fā)生的闲擦，迫在眉睫的
相關詞匯：impend（v. 即將發(fā)生，迫近）
英文釋義：to be about to happen
例句：Her retirement is impending.
英文釋義：(usually of an unpleasant event) that is going to happen very soon
搭配短語：the impending doom of the singer
archrival
/'ɑ:t?'raiv?l/
n. 主要競爭對手
相關詞匯：rival（n. 敵人场梆，競爭對手）
詞根詞綴：arch-（表示“主要的墅冷，最重要的”）
派生詞：archbishop（n. 大主教）；archenemy（n. 頭號敵人）
debacle
/d??bɑ?.k?l/
n. 崩潰或油，潰敗
英文釋義：a complete failure
搭配短語：an economic debacle
unveil
/?n?ve?l/
v. 揭開面紗寞忿；為……揭幕，首次推出……
相關詞匯：veil（n. 面紗）
相關詞匯：veil（v. 用面紗遮掩）
詞根詞綴：un-（表示“相反的動作”）
派生詞：untie（v. 解開）顶岸，unlock（v. 解鎖）
例句：Huawei unveiled its new operating system Harmony OS almost two months ago.
cut into
占用時間腔彰，瓜分……的份額叫编；打斷，中斷
英文釋義：to interrupt
搭配短語：to cut into one's thought（打斷）
英文釋義：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
/?b?k.l??/
n. 強烈反對霹抛，強烈抵制搓逾；向后沖撞的力量
相關詞匯：lash（n. 鞭打，抽打）
近義詞：outcry（n. 強烈抗議杯拐，強烈抵制）
搭配短語：a backlash against racism
grumbling
/'gr?mbli?/
n. 發(fā)牢騷霞篡，嘟噥，埋怨
相關詞匯：grumble（v.（小聲）嘟囔藕施，埋怨寇损，發(fā)牢騷）
詞根詞綴：-ing（名詞后綴）
例句：He spent the evening grumbling to me about his job.
introduce
/??n.tr??du?s/
v. 首次推出……；介紹
相關詞匯：unveil（v. 首次推出……）
vanilla
/v??n?l.?/
n. 香草
lime
/la?m/
n. 青檸
myriad
/?m?r.i.?d/
n. 大量的裳食，不計其數(shù)的
英文釋義：countless or extremely great in number
搭配短語：the myriad lights of the city（城市里的萬家燈火）
dabble
/?d?b.?l/
v. 涉足矛市，涉獵；玩水诲祸，嬉水
例句：He dabbles in painting as a hobby.
tinker with
微調(diào)浊吏，小修補，小修理
相關詞匯：tinker（n. 補鍋匠）
詞性拓展：tinker（v.（不起什么作用的）小修補救氯，小調(diào)整）
例句：He spent hours tinkering with the computer.
landscape
/?l?nd.ske?p/
n. 情形找田，狀況
搭配短語：the political landscape
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