If you were born before 1980, I'm sure you remember what has come to be known as the biggest marketing disaster of all time: New Coke. You've heard Coke's side of the story. The Other Guy Blinked tells the story from Pepsi's point of view.

The intimately detailed, juicy insider's story of the leading competitors in the cola wars--Coke and Pepsi--and the savage advertising competition in which Pepsi ultimately came out ahead. (Goodreads)

Note that as of 2016, Coke is comfortably leading the market again.