Why do people keep reaching for Coca-Cola, even though cheaper alternatives often taste almost identical? Ines Imdahl, a psychologist and co-founder of the rheingold salon, explains in the WDR segment “Ausgerechnet – Cola” that cola is much more than just a soft drink. The brand stands for familiarity, community, and the comforting feeling of being able to rely on something.

“A brand that doesn’t have good storytelling, that doesn’t have some kind of secret, isn’t a brand—it’s just a product.”

Coca-Cola offers the kinds of stories, images, and memories that consumers associate with it. It often symbolizes growing up—starting as early as childhood—while also embodying a sense of freedom and rebellion, explains Imdahl. The article shows that the market leader’s success is not based solely on the product itself.

Find out why strong brands like Coca-Cola retain such strong appeal even in times of rising prices—and what psychological mechanisms lie behind this—in the full report here.