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The Coca-Cola Company is an American industry giant, a world-renowned producer and distributor of soft drinks. Under its wings, it has one of the most recognized drinks around the world - Coca-Cola, whose recipe was developed in 1886 by pharmacist John Stith Pemberton. Its portfolio also includes two other extremely popular beverages: Fanta and Sprite. In the 1990s, in response to market needs, the company launched the production of flavoured teas under the brand of Nestea and Powerade sports drinks. The offer also includes Burn and Monster Energy energy drinks.
The Coca-Cola Company has a huge impact on pop culture and society. It uses a very wide and diverse range of marketing communication to achieve its sales targets. It also has an excellent sense of the market and reacts swiftly to the needs of its consumers. When there were voices of criticism expressing concerns about the health consequences of consuming sugar-rich beverages, the sugar-free variants of Coca-Cola, Fanta and Sprite drinks were immediately pushed on markets.
