Does Coke need to constantly hustle for our attention?

And the answer is: You bet.
Why? In short:

a. Repetition is a convincing argument.
No matter how acute an experience, our memory of it fades over time.
b. In today’s world, information consumption is continuous, and decision making is continuos.
c. Other big businesses such as Disney and Pepsi take such things seriously—how can Coke afford not to?

My 2¢: If big businesses such as Coke treat our attention as a currency—how can you afford not to?