How do you re-energize long-standing, successful brands to stay relevant?
The answer is continuous monitoring of, and adaption to changing lifestyles. This is exactly what Coke is doing with the recent launch of its Fairlife milk brand. With the move, Coke is venturing well outside of its core business of carbonated drinks (which has increasingly less appeal to health-conscious consumers), and is aiming to re-imagine the boundaries of an age-old beverage.
Take a look at this good strategic overview of the move here: