The Coca-Cola Company was once more popular, 2005 figures show that both Coca-Cola and Diet Coke now outsell Irn-Bru. In Peru, the native Inca Kola has been more popular than Coca-Cola, which prompted Coca-Cola to enter in negotiations with the soft drink's company and buy 50% of its stakes. In Japan, the best selling soft drink is not cola, as (canned) tea and coffee are more popular. As such, The Coca-Cola Company's best selling brand there is not Coca-Cola, but Georgia. In May 2016, The Coca-Cola Company temporarily halted production of its signature drink in Venezuela due to sugar shortages. Since then, The
The Coca-Cola Company space. Coca-Cola employs a diverse range of integrated marketing communications to advertise through direct marketing, web based media, social media, and sales promotions (Stringer, 2015). The company carefully considers all touch points a consumer (or prospective consumer) has with the brand as potential delivery channels for the brand's message, and makes use of all relevant communication systems. This well established, long-standing, consistent approach has created a longing for the product that by far "superseded the desire for that typically associated with a drink to quench one's thirst" (Dudovskiy, 2015). They have exclusive vendor company partnerships, which eliminates competition, e.g. cinemas