The document provides details about Coca-Cola and the introduction and failure of New Coke. It discusses Coca-Cola's early success through brand building and distribution. In the 1970s and 80s, Coca-Cola lost market share to Pepsi and introduced New Coke based on consumer tests. However, New Coke was a failure as consumers missed the original formula, so Coca-Cola reintroduced Coke Classic and regained market leadership.