 By using package sizes to divide up the market into all these little segments, Coke could also do a little bit of price discrimination. It could charge more to people who they thought were willing to pay more. This strategy was a huge success in Latin America. In the mid-2000s, Coke executives realized you could apply this strategy to the whole world. Up to then, soda companies, especially in the U.S., they had been used to competing against each other on brand or flavor. That's how they differentiated themselves.