Well, in OTL Coca-Cola has been generally seen as a symbol of American values, whether that be capitalism, unity, internationalism, or crushing your faces under our well-weathered boot. Hooray, America!
True but in the last years the brand has definitively been trying to shift itself from been and American symbol to being an American symbol. And I have to say they've been quite successful at it. The cans were printed in two languages/alphabets all over the world through out 2008; the fact that the bottle's outline is one of the most recognizable shapes in the world is emphasized. And over all Coca-Cola simply avoids portraying itself as an "all-American" product. Even within the US.
Compare this attitude against that of many other American brands.
Furthermore most people outside the US do not think of Coca-Cola with the same bad light that they think of McDonalds, KFC, Burger King, even Pepsi, most Hollywood franchises, certain clothing brands, etc.
Coca-Cola has found the perfect marketing niche. A golden spot that few brands can claim. Many none other can; I'd say Starbucks is trying but it isn't quite there.
Also as a side note: you could say that the US (and I think Canada as well) is the only place where you can't find Coca-Cola, at least not the classic recipe sweetened with actual cane sugar; you can only get Coke, the kind sweetened with high fructose corn syrup. (Same goes for the artificial sweeteners in Diet Coke and Coca-Cola light).
Anyway this is not a forum discussing Coca-Cola marketing strategies but one discussing an AH scenario where its founder if a Confederate soldier. So we want to read more about his alternate career and Lee's as well.