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November 24, 2005



The new coke fiasco was the world’s first and best end run around a expiring product protection. Coke was never going to be taken off the shelf forever. It was planed from the beginning to bring coke classic back to the public, but with a new name it was a NEW product therefore entitled to long term protection unlike the Coke whose protection was about to expire. Coke novel approach initially involved some revenue loss but was probably cheaper than lobbing for stronger protections from congress. At that time it probably would not have worked anyway.

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