USA TODAY, April 24, 1985 

* Coca-Cola Company announces "New Coke"
* Infamous corporate change failure - blunder 

The bottom of the front page has a two column heading: "Coke sweetens the pop" and the top of page 4 of the 'Money section' has a another heading that reads: "'New Coke' blitz starts" and related photo. (see images) 

I suspect this to be an extremely rare item because there was really no reason to save it at the time.

Complete with all four sections (40 pages), great condition.

Background: On April 23, 1985, The Coca-Cola Company executed one of the most remarkable and rare strategic missteps in corporate history by reformulating its original 99-year-old soda recipe, replacing it with a sweeter variant internally code-named "Project Kansas" and publicly dubbed "New Coke." Driven by fierce competition from the "Pepsi Challenge"—which proved consumers favored sweeter profiles in blind taste tests—Coca-Cola conducted nearly 200,000 blind trials that consistently favored the new blend over both original Coke and Pepsi. However, the company drastically underestimated the deep cultural attachment consumers had to the original formula. The move triggered an unprecedented public outcry marked by massive panic-buying, organized protest groups, and a daily deluge of over 1,500 anger-driven phone calls to Coke's Atlanta headquarters. In an extraordinarily rare corporate retreat, Coca-Cola surrendered just 79 days later on July 11, 1985, bringing back the original recipe as "Coca-Cola Classic." This rapid reversal uniquely backfired into a historic victory: the sheer emotional relief of original Coke's return catalyzed a wave of brand loyalty, causing "Coca-Cola Classic" to swiftly surge past Pepsi and solidify its dominant market position.