Happy Birthday, New Coke (°March 23, 1985)

Tuesday April 23rd of 1985 the Coca-Cola Company launched New Coke. This still remains one of the major cases in the marketing literature. It often ranks first in all-time lists of marketing fails (such as on marketwired, or in Matt Haig's book Brand Failures). Apart from the obvious failure (for the short version, see below; for the longer version, see Wikipedia), I think it is also a good demonstration of the intangible part of brand value, which I will explain below.