This paper discusses the role of marketing in the development of a multinational company and considers brand development on the example of Coca Cola. Also includes analysis of marketing strategies used by the multinational company Coca Cola, and analysis of the impact of individual marketing decisions related to its strongest beverage brand on consumers and their perception of Coca Cola. The subject of the paper is the observation of the path of Coca Cola from the beginning of business (early 20th century), to modern times and the rapidly growing environment of healthy eating. The paper deals with the topic of marketing and the company's business from the marketing aspect with conducting primary and secondary research. Research problem consists of the growth and development of Coca Cola's marketing strategy over the years, and consideration of the potential for a possible transition to a "healthy" market segment. The aim of this paper is to review the thesis that Coca Cola is working in the background to fully or at least mostly enter the sugar-free beverage segment in the foreseeable future, without ultimately having a significant impact on perception and consumer selection. The paper is structured in two parts – marketing aspect of Coca Cola Company and second part as primary research conducted through a survey.