I think that most of Coke's failure in the RTD coffee market is putting unrecognizable brands out there.

Planet Java.. no name recognition at all.
Godiva - brand name, but associated with chocolate, not coffee.

Caribou is a name that is associated with coffee, but only in areas where they have shops. The closest one to me is north of Baltimore, MD (i was actually there on Wednesday, checking to see if they were carrying the RTD drinks, but they weren't).

Other coffee drinks struggled/failed due to poor distribution and/or poor graphic design. those Havana drinks look cheesy, and the other drinks I have seen looked good, but they were hard to find.

Then you have that whole issue with the defective self-heating cans.. Wolfgang Puck couldn't have been happy about them!