How do you generate an idea? Evaluation Case study: New Coke In 1985, Coca-Cola completely withdrew their flagship product from the market and replaced it with a "new" Coke in the US and some international markets. This product is often referred to as "New Coke", but the intention of the packaging was to indicate that Coke was new. The product was developed and launched after years of R&D and taste testing and focus groups with consumers. The new flavor outperformed both traditional Coke and Pepsi in market research taste tests. However, within a few days of traditional Coke being withdrawn and replaced by "new" Coke, there was a backlash from consumers and the media and their brand image was damaged. Many consumers saw Coke as a cultural icon and were angry that it was no longer available. Primarily due to media and consumer lobby group pressure, within 80 days Coke re- introduced "Coke Classic" and offered two Coke variations along with "new" Coke. Today they no longer offer "new" Coke in the US market. (https://www.greatideasforteachingmarketing.com) Questions: 1. What is the problem? 2. How did coke solve the problem?