Everyone who follows marketing or well internet in general, would have probably heard the news by now: COKE IS SELLING MILK. With an "Enjoy Your Life" kind of an image, what prompted coke to take this step? Research suggests that aerated drink sales are dropping.. & dropping at an exponential rate for Coke! But would this "Coke Milk" be of any real help? Diversification in an entirely different category of drinks might fill the gap for users giving up aerated drinks. But this, coming from Coke, a brand that in itself has become synonymous with aerated drinks, might face a challenge in gaining consumer acceptance. So how is Coke trying to make sure you buy it? Let's run a quick decode at Coke's Mantra behind this beverage. COKE's Mantra for selling Milk: Make it sound more healthy- Call it "Fairlife" Add something extra - Add some protein, add some calcium, add some flavor Tell people its better - Sell at a premium cost Mak