Coke will keep VAULT for atleast 3 years- even if it fails horribly- just to save face. I dont think that is gonna happen but its possible. If VAULT does decent or better I think you will see Coke try and build the brand slowly (like Sierra Mist, or Powerade). I dont think we will see the speratic advertising we saw with SURGE (which murdered the brand IMHO). Nor will we see the very weak and shortlived launch that Mello Yello saw a few years back (the TV commericals were ok).
Obviously Coke will make some mistakes with VAULT (they already have made some minor ones) but at the same time its quite clear that they finally understand that the only way to build a brand is slowly and with some level of consistant advertising. This is clearly reflected in Coke's pledge to re-invest the first 2 years worth of profits from the brand back into it.
MY will stick around in very select markets for the time being as well but I don't think Coke will make the mistake of a national reintroduction ever- at this point the name is so toxic to sales that even a good product (like MY Mellon) would die a quick death. Still Coke recognizes that MY has fans in the southeast and unless VAULT changes that MY will be around for the near future.
<b>Hey Pepsi, Shasta called, they want their lemon-lime back.</b>