Coca-Cola is evolving into a total beverage company with a resilient, all-weather strategy that integrates marketing, innovation and revenue growth management. In response to changing consumer tastes for healthier beverage options, Coca Cola has ramped up its offerings of sugar-free drink options. Coca Cola's efforts include reformulating existing products such as Coca-Cola Zero Sugar alongside rolling out new sugar-free variants. Innovation and marketing continue to drive brand momentum, with impactful campaigns and product launches. Innovation has been playing a significant role in Monster Beverage's success. MNST continues to launch its affordable energy brands, Predator and Fury, in various markets across the world. Product innovation and solid demand aided growth in the second quarter of 2025, with new launches like Ultra Blue Hawaiian leading.