For every action Coca-Cola takes in global markets, the company faces equal and opposite reactions.
Political boycotts and health debates have repeatedly tested the beverage giant's resilience.
In 1971 Dublin, retailers launched a boycott against Coca-Cola after the company moved production to Belfast.
Finn O'Reilly, a local shopkeeper, led the resistance.
His opposition faced Hendrik Steenbergen, Coca-Cola Europe's director, whose corporate strategy met unexpected local resistance.
The boycott stripped Coca-Cola from Dublin's shelves for two years.
Dubliners switched to alternative drinks while O'Reilly coordinated the protest.
In 1980, during the Cold War, Coca-Cola faced public outrage over its business dealings with the Soviet Union.
The controversy sparked a U.S. boycott, led by conservative commentator William F. Buckley Jr., whose television platform and political influence gave the movement significant momentum.
Coca-Cola's CEO J. Paul Austin refused to end Soviet operations.
He maintained that selling Coca-Cola in the USSR would expose Soviet citizens to American products and market principles.
The boycott gradually lost steam as Cold War tensions eased.
In 1985, Coca-Cola changed its signature formula.
CEO Roberto Goizueta launched "New Coke" to combat declining market share against Pepsi.
Americans rejected New Coke immediately.
Loyal customers stockpiled the original formula and refused to buy the new version.
Even Bill Cosby, Coca-Cola's leading spokesman, withdrew his endorsement.
The backlash blindsided Coca-Cola's leadership.
Sales plummeted.
Angry letters flooded their Atlanta headquarters.
After 79 days, Goizueta reversed course.
He restored the original formula as "Coca-Cola Classic."
In 2010, Russia passed anti-LGBT legislation that criminalized "gay propaganda," sparking international condemnation.
As the 2014 Sochi Olympics approached, Olympic sponsor Coca-Cola faced mounting pressure over its involvement.
LGBT activists organized boycotts targeting Olympic sponsors, demanding they withdraw support or speak against Russia's laws.
Coca-Cola CEO Muhtar Kent responded by reaffirming the company's diversity policies rather than directly criticizing Russia's legislation, but maintained the company's Olympic sponsorship.
In March 2021, Georgia passed a new voting law that restricted ballot access.
This sparked protests and calls to boycott major Georgia-based companies, including Coca-Cola.
Activists used social media to pressure these companies into opposing the law.
Coca-Cola CEO James Quincey responded by publicly criticizing the legislation.
This earned praise from voting rights advocates but triggered threats of counter-boycotts from the law's supporters.