Can you keep a secret? Coca-Cola does.

While representing Ritter Advogados at the INTA Congress in Atlanta—the hometown of Coca-Cola—I had the opportunity to see the vault that supposedly holds its secret formula. The vault and various other interactive experiences are located in the complex known as "World of Coca-Cola."

The immersive experience begins with a moving welcome video—the kind only Coca-Cola's marketing team can pull off—highlighting the simplicity of everyday life, showcasing "the good side of life," and emphasizing how deeply present the brand is in our daily routines.

Throughout the tour, visitors are invited to taste more than 100 Coca-Cola soft drink products from around the world, while the entire history of the company is told in an interactive way. At the end of the attraction, fully immersed in the world of Coca-Cola, we are guided to the official store featuring a wide array of brand-licensed merchandise.

But what does any of this have to do with intellectual property? Everything! Coca-Cola's formula—which remains highly coveted by competitors to this day and sparks endless consumer curiosity—has remained a secret since its creation on May 8, 1886, by Dr. John Stith Pemberton, a local pharmacist who combined carbonated water with a new syrup that won over the locals and, over time, the entire world.

Keeping this formula secret for over 130 years stands as a prime success story in effective trade secret protection management.

More info on: https://www.linkedin.com/pulse/voc%25C3%25AA-sabe-guardar-um-segredo-coca-cola-fernanda-tissot-oeryf