The other guy blinked

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.
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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.