Does formula mystery help keep Coke afloat?

Behind the wall of Coca-Cola secrecy —

Coca-Cola claims its formula is the "world's most guarded secret." The recipe, the company says, is now kept in a purpose-built vault within the company's headquarters in Atlanta.

Courtesy: Coca-Cola

Behind the wall of Coca-Cola secrecy —

Trying to copy Coke and crack the secret formula? Beverage makers have been trying to do that for over a century. Pictured here is a 1915 advertisement warning Coca-Cola drinkers about its "pirate" competitors.

Courtesy: Coca-Cola

Behind the wall of Coca-Cola secrecy —

The vault itself is surrounded by an exhibition themed all around the secrecy.

Courtesy: Coca-Cola

Behind the wall of Coca-Cola secrecy —

Muhtar Kent, the company's chief executive officer, shows the box containing the recipe, before it's placed inside the multi-million vault.

Courtesy: Coca-Cola

Behind the wall of Coca-Cola secrecy —

The vault's door features several high-tech security locks. Adding to the show factor is special lighting and fake smoke effect.

Courtesy: Coca-Cola

Behind the wall of Coca-Cola secrecy —

Have you heard the one about Santa Claus wearing red coat because of Coca-Cola ad? Well, according to the company, this is a myth. Before the Coca‑Cola Santa was even created, St Nick had appeared in numerous illustrations and written descriptions wearing a scarlet coat. This 1937 advert shows Santa Claus raiding the refrigerator.

Courtesy: Coca-Cola

Behind the wall of Coca-Cola secrecy —

Coca-Cola is dominant in the world beverage market and has huge sponsorship deals -- like its decades-long partnership with FIFA.

Buda Mendes/Getty Images for Coca Cola