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In American folklore, few recipes are as closely guarded as the trade secrets belonging to the original Coca-Cola soft drink formula. To reinvigorate some of that lore, as well as create a flow of visitors to its Atlanta-based museum, Coca-Cola has enlisted the help of advertising agency Second Story Interactive Studio to craft an innovative and hands-on learning experience befitting of the highly secretive recipe. In this video, you can see how the new exhibition is built around a massive vault containing stories, games, and installations allowing participants to directly interact with the mysticism surrounding the legendary formula.