When creator John Pemberton introduced Coca-Cola (NYSE:KO) to the world in the 1880s, he marketed it as an elixir. Today's executives are, in a way, returning to this maxim, with advertising that positions Coke as part of an active lifestyle, Fool contributor Tim Beyers says in the following video.

Think it's crazy for a company that sells carbonated sugar water to pitch fitness in its marketing? You're probably not alone, Tim says.

But Coke also isn't the only company whose marketing strategies have come under scrutiny. Monster Beverage (NASDAQ:MNST) is caught in a legal battle with the City of San Francisco over what officials say is an attempt to market to kids as young as six-years old.

Should investors care? Not as much as you might think, Tim says. Coke, in particular, has at times embraced questionable marketing strategies for more than a century, only to see profits, and the stock, rise like the foam head topping a freshly poured glass of the Real Thing.

Fool contributor Tim Beyers is a member of the Motley Fool Rule Breakers stock-picking team and the Motley Fool Supernova Odyssey I mission. He didn't own shares in any of the companies mentioned in this article at the time of publication. Check out Tim's web home and portfolio holdings or connect with him on Google+Tumblr, or Twitter, where he goes by @milehighfool. You can also get his insights delivered directly to your RSS reader.

The Motley Fool recommends Coca-Cola and Monster Beverage. The Motley Fool owns shares of Monster Beverage. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.