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Throughout its history, Coke had always tried to capture the moods and aspirations of its consumers through its promotional themes and advertisement slogans. For decades Coke's catchy punch lines had been proverbial with millions of households worldwide, especially in its home country, the USA. Through its well-researched advertisements tailored to its different markets across the world, Coke had become one of the most recognisable trademarks and the most valuable brand in the world worth $70.45 billion in 2003. However, to be in tune with the changing consumer psyche, Coke started shifting from its traditional patterns to new ways of advertising. This case enables the reader to understand how Coke, through its changing promotional themes, had transformed itself as an American icon and its initiatives to sustain its image in the new millennium as the most successful brand in the history of American business. A structured assignment '504-055-4' is available to accompany this case.