The document discusses Coca-Cola's failed launch of New Coke in 1985. It aimed to compete with Pepsi but consumer tests overlooked brand loyalty. When New Coke replaced the original, a public backlash ensued. Coca-Cola re-launched the original as Coca-Cola Classic and invested more in marketing the brand's emotional meaning to avoid such mistakes. Today it focuses on brand awareness, loyalty, and connecting with consumers through advertising, social media, and sponsoring global events.