Over the last five years, Coca-Cola has spent an average of 3.8 billion dollars a year on advertising worldwide. Spending in the United States accounts for over 20 percent of that cost, totally 899 million U.S. dollars in 2017. Over the same period, Coca-Cola’s net revenue has dropped 30 percent, totaling 31.9 billion dollars in 2018.

Advertising innovation

Soft drinks still made up the overwhelming majority of Coca Cola’s sales volume in 2017. The company spent 377 million dollars advertising its flagship brand, Coke, in 2017, more than any other non-alcoholic beverage brand in the United States in that year. Coca-Cola has a long history of innovative and appealing advertising campaigns, going back to art done by American painter Norman Rockwell, to the iconic polar bears of Christmas advertising.

Dominance across mediums

The Coca-Cola brand remains one of the most valuable brands in the world, valued at 80 billion dollars in 2018. The company’s image is not only maintained through traditional advertising mediums but social media as well. It ranked fifth on Facebook, in terms of fans, as of April 2019, with over 100 million fans. Coca-Cola’s YouTube channel was equally popular with roughly 2.35 billion views accrued by the channel.