Can Coca-Cola rely on a boost from marketing or must it accept its vulnerability?

Coca-Cola has had a difficult couple of years. Consumers are increasingly moving away from sugary drinks, and the announcement of a UK tax on soft drinks, which will come into force in 2018, as well as the Government health committee’s damning childhood obesity report, have put renewed pressure on the soft drinks industry.
Total UK cola value sales for the six months ending 2 July 2016 were £756.8m, down 4.3% on the same period last year, according to Nielsen.
If you look specificall