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Coca-Cola's Secret Holiday & Stock Strategy | Durham News
Coca-Cola didn’t just sell soda—they shaped Christmas with their iconic Santa Claus, a marketing masterstroke that turned a jolly red-suited figure into a global holiday standard. Beyond the festive branding, the company’s strategic stock buybacks since 1984 have quietly returned billions to shareholders, boosting earnings per share. During the pandemic, they paused to conserve cash, then resumed and even accelerated buybacks in 2023—only to slow down in 2024 and 2025, showing disciplined, thoughtful management. With over $5 billion still authorized for future buybacks, they’re not rushing to…
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