Sure, marketing is important. But the "secret" ingredient is coca leaf extract. The actual cocaine is used to make various drugs by a different corporation.
According to Business Insider, the beverage company has a deal with the Drug Enforcement Administration to get coca leaves so that the world can get its Coca-Cola fix. The DEA lets Coca-Cola import coca leaves from Peru and Bolivia in order to get the part of its secret recipe, which it hides behind the term "natural flavors" on the ingredients list.
https://www.businessinsider.com/what-happened-to-the-cocaine...
According to Business Insider, the beverage company has a deal with the Drug Enforcement Administration to get coca leaves so that the world can get its Coca-Cola fix. The DEA lets Coca-Cola import coca leaves from Peru and Bolivia in order to get the part of its secret recipe, which it hides behind the term "natural flavors" on the ingredients list.