Advertising Tactics
Advertising is a significant factor in Coca-Cola’s successful sales. By the turn of the century, the drink was sold all across the United States as well as Canada. At the time, Coca-Cola was selling its syrup to independent bottling companies that were licensed to sell the drink. Even nowadays, the United States soft drink company is organized this way.
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In 2018, Coca-Cola spent $5.8 billion on global advertising alone (18.3 percent of its revenue). That means that on a global scale, Coca-Cola spends more money on marketing than any other soft drink producer. Next in line is PepsiCo, which spends about $2 billion on advertising. Although that is also a massive amount of money, it’s less than half of what Coca-Cola spends.