The New Coke… But Then What?

“Coca-Cola is perhaps the most successful American brand ever. Each day, about 1.2 billion servings of Coca-Cola products are consumed around the globe. Coca-Cola is remarkably well-established in the world’s wealthiest consumer market. The company’s 2002 annual report noted that the average consumer in North America ‘enjoys at least one serving of our products every day.’ But once you have the entire population of the world’s richest nation using your product at least once a day, what do you do for an encore?”