Innovation is a key factor in a company's strategy to remain competitive in an ever-evolving market. For a brand like Coca-Cola, innovation is not just about launching new products but also about anticipating and meeting consumer expectations while maintaining its brand identity. However, not all innovations achieve the same level of success.

In this case study, we analyze two Coca-Cola innovations that illustrate these dynamics: Coca-Cola Zero, a global success, and Coca-Cola Clear, a product that failed to establish a lasting presence.
Coca-Cola Zero was designed to meet the growing demand for sugar-free beverages while preserving the original Coca-Cola taste.
In contrast, Coca-Cola Clear, launched in Japan in 2018, aimed to cater to a market that favors visually appealing and health-conscious drinks.
Despite initial buzz, Coca-Cola Clear struggled to retain consumers and was eventually discontinued.