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Ready-to-drink tea is one of the world’s fastest growing soft drinks categories, driven by consumers giving up carbonates for healthier beverages. Although companies like Coca-Cola produce both carbonates and ready-to-drink tea products, the marketing of these brands are vastly different. For instance, Coke is seen as a brand that can be bought globally and will taste the same no matter where it is purchased. However, Coca-Cola promotes different tea brands across the world, with each brand catering to local tastes and preferences. Soft drink manufacturers should consider their target market when introducing a new tea drink rather than relying on brand name alone.

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