Launching New Coke

Name: Launching New Coke (English version)
SKU: IN-S982

Christen, Markus

Product #:IN-S982

Supplier:INSEAD

Discipline:Marketing

Setting:United States

Details:Case (PDF) • 12 pages • 2001-01-01

Subjects:

Marketing Marketing strategy Consumer marketing Customer relations

Geography:

United States North America

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The case describes the introduction of New Coke in response to the Pepsi Challenge, an advertising campaign that used taste tests to support the claim that Pepsi Cola was a superior product. Instead of strengthening Coca-Cola's market share position, the product change resulted in a consumer rebellion and a publicity disaster for Coca-Cola.