They've also innovated in logistics. You can get Coke in places where there's no running water.
They way I see it, Coke's goal is: 1) to make you want a Coke whenever you're thirsty (that's the marketing), and 2) to make it very easy for you to get that Coke (that's the supply chain/logistics part)
To go with the notion that a drink isn't purchased on its taste: Take note that Coke does taste different in certain countries, not the least of which because they often substitute sugars, particularly in Diet Coke. Also note that they even change the name of Diet Coke in many countries; a common one being Coke Light.
