The great quantity of products that are being launched each day and the great competitiveness between the companies to firm their products in the market are turning the new product introduction in to an action that needs a big and well planed process.This process is composed by seven steps where, in each one of it, the product suffer validations and the managers make decisions about the launch viability. The investments and importance of each of the steps vary according to the type of the new product and with the phase of the brand life cycle, if it is a extension to this brand. The launch of Fanta new flavors succeeded, the results were above the expected. Fanta is a well known brand and the most important step of the launch was the communication to the consumer, what guarantied consumer knowledge of the flavors and fidelity to the brand.