Marketing Currents - Business and Marketing Current Events

Coca-Cola introduces a first-of-its-kind flavor


Coke’s new flavor is out of this world.

At least, that’s the idea behind Coca-Cola Starlight, a new limited-edition version of the classic soda that comes in regular and zero sugar.

Click here to read the story at

Discussion Questions:

  1. What is product development?
  2. Why do companies like Coca-Cola introduce new products?
  3. What is innovation?
  4. The new product comes from Coca-Cola Creations, the company’s new “innovation platform”, as described by the news story. What do you think Coca-Cola hopes to accomplish with this initiative?
  5. Why do you think Coca-Cola discontinued some of its brands like Tab?
  6. Based on information from this story, describe Coca-Cola’s new ‘Starlight’ flavor.
  7. Why do you think Coca-Cola has not yet released detailed information about the new flavor?
  8. Based on information from this story, describe Coca-Cola’s “new” marketing strategy.
  9. Why do you think Coca-Cola has shifted their approach to marketing in the last few years? Be prepared to discuss your answers in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.