The company used the ‘always Coca-Cola’ campaign theme worldwide to restore the universality of the brand. But at the same time, it analyzed the differences in culture and preferences of various countries and adapted its ad campaigns for each specific market. For instance, the ‘Eat Football, Sleep Football, Drink Coca-Cola’ campaign in Great Britain attracted the consumers. This campaign was based on the British consumers’ strong inclination to the football game reinforcing the link between Coca-Cola and football while continuing the brand’s support for the game and the fans. Another instance of adapting its ad campaigns was its “mean Joe” Green TV ad campaign in the US which was introduced in other countries where the ad contained the same theme but the athletes who acted in the as were from the respective countries where the ad campaign was launched.