In the spring of 1985, Coca-Cola introduced a reformulation of its flagship namesake product intended to replace the original successful formulation since the brand’s start back in 1892.

Taste tests indicated that cola preferences were trending to a sweeter profile like rival Pepsi’s. But in the cola wars, as in any contest, you don’t tamper with success. And despite millions of ad dollars positioning “Coke II” as “The best just got better,” the rejection by consumers was profound.

And now we have the Jeb Bush campaign. Launched June 15, 2015, folded February 21, 2016. Two-hundred fifty-two days and $100 million later, Bush had to withdraw from the race after a fourth place finish in South Carolina.