Coke and Pepsi spend ten times more on pouring rights agreements than they do on advertising.  And they each spend about $4 billion per year on advertising!  These agreements with everywhere you could possibly want a soft drink amount to between $20 - $30 per year per potential customer.  By the time you show up, one or the other company has bought the exclusive right to sell you a soft drink.  Meanwhile, the world is running out of clean water and filling up with plastic.  So for Coke and Pepsi, marketing is about negotiating exclusive pouring rights agreements and mixing in some environmental stuff.