Coca-Cola Julmust outsells Coca-Cola during the Christmas season. In Scotland, the locally produced Irn-Bru was more popular than Coca-Cola until 2005, when Coca-Cola and Diet Coke began to outpace its sales. In the former East Germany, Vita Cola, invented during Communist rule, is gaining popularity. In India, Coca-Cola ranked third behind the leader, Pepsi-Cola, and local drink Thums Up. The Coca-Cola Company purchased Thums Up in 1993. , Coca-Cola held a 60.9% market-share in India. Tropicola, a domestic drink, is served in Cuba instead of Coca-Cola, due to a United States embargo. French brand Mecca Cola and British brand Qibla Cola
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 This well established, long-standing, consistent approach has created a longing for the product that by far "superseded the desire for that typically associated with a drink to quench one's thirst" (Dudovskiy, 2015).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