But ultimately, the top-secret recipe has remained unchanged.
However, in 1985, the company inexplicably decided to change the formula of the popular soft drink.
In fairness, the company had carried out some research and had been losing some of its market share to diet drinks and other types of soft drinks for several years.
The company carried out some blind taste tests, and it was found that many consumers were leaning toward Coke's great rival, Pepsi.
The original drink sold 10 times as the new variety.
The company then tried a rebrand, replacing "New Coke" with the imaginatively named "Coke II" in 1992.
It was suggested that one of the reasons Coke was keen on the new brand was that it was a lot cheaper to make and would've saved around $50 million a year in production costs.
Coca-Cola has never admitted this.
Coke II was discontinued in 2002.
Speaking in 1995, then-CEO Roberto Goizueta said: "We set out to change the dynamics of sugar colas in the United States, and we did exactly that -- albeit not in the way we had planned.
"But the most significant result of 'new Coke' by far was that it sent an incredibly powerful signal ... a signal that we really were ready to do whatever was necessary to build value for the owners of our business."
Coca-Cola remains enormously popular, and the company is hugely successful.
And the company can even laugh at itself, calling the fiasco "one of the most memorable marketing blunders ever" and even tells the story on its website.