http://www.youtube.com/watch?v=ikRI80tdDKc
Another video on this - http://www.youtube.com/watch?v=Tz-47sI-AYM&feature=related
Here is part of the video case study recounting the disastrous launch of New Coke. Roberto Goizueta - in his only on-camera interview on this topic - recounts the story and the lessons learned. http://www.youtube.com/watch?v=BmQs8g9ytRA&feature=related
