The main strategy adopted by Coca-Cola now is still to protect the market share of their products and try to increase it. In the United States, Coca-Cola is even more popular than soy sauce monosodium glutamate; in Europe, the black brothers even contribute most of their month's salary to the Coca-Cola Company; and in Asia, the sea of red is sweeping the whole soft drink market. So, in the aspect of discovering new users, Coca-Cola has left almost no stone unturned.

PepsiCo, in its original advertising strategy, emphasized that it was "Coke for young people," implying that Coca-Cola was something for old people, a product of an outdated era. Coca-Cola has also been trying to counter Pepsi's attack by emphasizing that it is the "original Coke" and also trying to bring back young consumers, as evidenced by several changes in packaging and the use of celebrity idols in advertisements for the younger generation.