Research and review the cola wars of the 80s and Coke's launch of a new product, the "new coke," to shore up their declining market share to Pepsi. The "new coke" has gone down in history as the marketing blunder of the century. What were the key components of Coke's new product launch and thought process. If you were in Coke's situation then, would you have made the same decision? Finally, in the current situation of today and in a more health conscious consumer environment, how has Coke maintained market share and will it continue to do so in the growing market of healthier beverages? What adds to the complexity of the simple product life cycle and rethinking the "cradle to grave" inevitability? How do brand extensions and carbon footprint enter the PLC equation?