New Coke Case Study Video


new products, competition, brand, strategy, promotion

Teaching Notes

Given the continued level of interest in the “new” Coke 1985 product replacement, here is a video-based student activity based upon the marketing environment factors  leading up to their decision.

As you and your students will see, there were limited options for Coca-Cola to pursue given the sophisticated and ongoing marketing campaign from Pepsi.

Therefore, the following New Coke video outlines most of the key information – which can be used with the New Coke role play activity – and the question for your marketing students becomes…

What would they do if they were running Coca-Cola at the time?

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