Coca-Cola: A Brand Audit Case Study. Background Coca-Cola faced increasing consumer concern over its environmental impact, specifically its status as the #1 global plastic polluter for six consecutive years. With 33,820 pieces of branded plastic waste recorded in 2023, Coke’s sustainability messaging was inconsistent with consumer expectations. Shifting beverage trends, including the rise of health-conscious alternatives, threatened Coca-Cola’s market dominance. The Audit The brand faced increasing competition and changing consumer