Coca-Cola is the same since 1886 what it was first made. The taste is a bit different depending the country you’re in, but this is not because of the recipe, it’s because of the ingredients (for example: the water in Romania is different from the one in US). So in the end you still drink the same thing. Then how can the company continue promoting the same thing for over 100 years? Very simple, they don’t promote the product directly, they promote feelings that the consumers gets when people consume it, they build a separate world for the Coca-Cola drinkers, they promote a state of mind and so on.

This sounds good in theory, but in practice they can end-up having something that is exaggerated. Like this ad.
If Coca-Cola can transform a villain in a good person, then I will wait for Coca-Cola to cure cancer.