Title: Ron DeSantis’ Candidacy Compared to New Coke as Trump Remains in the Lead
Subtitle: Despite efforts to distance himself from Donald Trump, DeSantis sees rising threat from Senator Tim Scott
Date: May 21, 2023
In what was initially seen as a promising challenge to former President Donald Trump’s frontrunner status in the GOP presidential primary, Florida Governor Ron DeSantis is finding himself overshadowed by both Trump and rising contender Senator Tim Scott of South Carolina. While DeSantis has sought to portray himself as a conservative warrior without the political baggage associated with Trump, his strategy is being compared to the ill-fated introduction of New Coke.
According to Trump campaign strategist Chris LaCivita, DeSantis’s attempts to be Trump without the baggage are not resonating with voters. Speaking to the Washington Post, LaCivita highlighted that voters who have a favorable view of both Trump and DeSantis overwhelmingly choose Trump as their preferred candidate. He dismissed DeSantis’ strategy, stating, “He’s trying to run to the right of Trump or he’s trying to be Trump without the baggage — that’s not a message. New Coke fell flat.”
The reference to New Coke draws parallels to the infamous marketing blunder by Coca-Cola in 1985. New Coke was introduced as a reformulated version of the iconic soda, with a smoother and sweeter taste. While initial taste tests showed a preference for New Coke, consumers ultimately rejected the product when consumed in larger quantities. This led to Coca-Cola reintroducing the original formula and labeling the failed experiment as Coke II, which was ultimately discontinued in 2002.
Similarly, DeSantis’ attempt to distance himself from Trump while still appealing to his supporters seems to be falling short. Despite presenting himself as a conservative warrior focused on the future, DeSantis has struggled to gain significant traction in national polls. While his numbers in early-voting states have remained relatively stable, he is facing a growing threat from Senator Tim Scott, who has attracted attention and support from within the Republican Party.
DeSantis’ campaign did not respond immediately to requests for comment on the comparison to New Coke.
As the GOP primary continues to unfold, it remains to be seen whether DeSantis can overcome the powerful hold that Trump maintains over the party and regain the momentum needed to challenge the frontrunner status. With Senator Tim Scott emerging as a new contender, the race for the Republican nomination appears to be intensifying, leaving DeSantis with a significant challenge ahead.