Now, after the U.S. market for soft drinks shrank for two years, the current chief, Neville Isdell, has turned to the lab to try to restore growth and revive the shares by creating new drinks with proven health benefits. Some say that the effort is too little, too late.
"They're doing the right thing with these new drinks, but I still see a problem for them with reliance on soft drinks," said Walter Todd, a principal at Greenwood Capital Associates, which held Coca-Cola shares when they peaked.