Coke is somewhat of an impulse purchase. At least it needs to be in your mind to buy it at the grocery store.

Conversely, I'm not going to take an Uber ride tomorrow because they showed me an ad today. When I need to get somewhere I'll look at my options and choose the best. So long as Uber meets the minimum level of me being aware of it then theyre good.

Coke (and Pepsi) marketing is mainly concerned with affirming that drinking soda makes you sexy and keeping restaurants et al from changing their supplier.