Here’s How You’ve Been Sold a Coke for 100 Years

Hey there,

Long before Instagram stories, ad tech, or even the term “brand” meant anything…

There was Coca Cola.

They’ve been around since 1886.

But that’s not what matters here.

What matters is how they became the best-selling brand in the world, even though:

• They’re not the healthiest drink

• They’re not the cheapest

• And most people say Pepsi actually tastes better in blind testsSo what’s the secret?

They didn’t just sell sugar water.

They sold moments.

Let me show you the 4 step strategy Coca Cola used to dominate culture, and how YOU can use it to grow your product, even if you’re not Coke.

Step 1: Don't market the product. Market the feeling.

Coca Cola figured this out before most startups existed:

People don’t wake up craving soda. They want to feel something.

They want joy. Belonging. Togetherness.

They didn’t say “our drink is better than Pepsi”.

Instead, they showed:

• Friends laughing on summer days

• Families gathering at Christmas

• Strangers smiling with Coke bottles

They positioned Coke not as a drink… but as a symbol of joy, togetherness, and belonging.

That’s what made people buy.

Want to steal this? Here’s how:

Actionable Takeaway:

Pick 1 emotional outcome your users want more of.

Examples:

• Calm (meditation app)

• Certainty (B2B dashboard)

• Belonging (community platform)

• Confidence (fitness coach)

Now ask:

• What emotion does my product make people feel?

• Can I make that the center of my message?

Don’t sell the tool. Sell the transformation.

Step 2: Be part of the moments people already care about

In 1971, Coca Cola launched the famous “I’d like to buy the world a Coke” ad.

They spent $250,000 on it. (Insane back then.)

Here’s the wild part:

It wasn’t an ad about Coca Cola. It was about peace and unity during a time of global unrest.

People didn’t just watch it. They recorded it, talked about it, even played it on the radio like a song.

Coke became part of the cultural conversation, by saying something that mattered.

Actionable Takeaway:

Pick 3 cultural moments your audience already cares about.

Examples:

• Back to school season

• Ramadan

• First job

• Mental health awareness month

Then do this:

1. Craft a message that connects your product to that moment emotionally, not transactionally.

2. Keep the product subtle. Make the message loud.

3. Build creative around the moment

Remember: Nobody wants another promo. They want to feel seen.

Step 3: Make your product part of a routine

Here’s where it gets scary smart.

Coca Cola didn’t just rely on ads or shelf placement.

They made themselves part of people’s routines.

Think about it:

• Coke at the movies

• Coke at barbecues

• Coke during the Super Bowl

• Coke with McDonald’s (iconic)

They embedded the brand into moments that already existed.

And it wasn’t accidental.

They partnered with those moments by showing up consistently, everywhere.

That’s how a drink became a ritual.

Actionable Takeaway:

Ask yourself:

• Where does my product already fit into people's habits?

• What tiny behavior could I own?

• How can I show up in that behavior, again and again?

You don’t need to invent a ritual.

You just need to attach to one that already exists.

Step 4: Use Scarcity to Drive Insane Loyalty

This one’s spicy.

Coca Cola didn’t invent scarcity, but they perfected it:

• Limited edition holiday cans

• Collectible bottles for events (World Cup, Olympics, Ramadan)

• Seasonal flavors (Cherry Vanilla, anyone?)

Here’s the genius:

Coke used scarcity not to sell more units, BUT to create emotional attachment.

Owning a limited bottle = being part of a story.

The psychology? Same reason people collect NFTs, Pokémon cards, or old concert tickets.

Actionable Takeaway:

What could you release that’s limited, collectible, or time bound?

You don’t need a factory. Try these:

• A premium feature that’s only available in December

• A unique version of your product tied to a cultural event

• A visual badge users get for using your product during a special time

Scarcity isn’t about FOMO. It’s about identity.

Make people feel like they’re part of something rare.

The Bottom Line

Coca Cola doesn’t win because it’s tastier or cheaper.

It wins because it’s everywhere people feel something.

Let’s break the cheat sheet down:

✅ Use scarcity to build identity, not urgency.
✅ Don’t market the product. Market the emotion.
✅ Embed yourself in routines. Become part of a ritual.
✅ Attach to cultural moments. Be bigger than your product.

You don’t need Super Bowl ads to copy Coca Cola.

You just need to:

Ask what your users care about outside of your product…
Then make your product a symbol of that care.

When you do that?

That’s when you stop just selling a thing…

And start becoming part of people’s lives.

Until next time,
Omar Waseem

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