One rumor has it that these executives each know only half of the secret formula, so they can only release the formula together. This idea is kind of similar to the “Two-man rule” used to prevent accidental nuclear strikes from submarines. That rumor isn’t true, but it is true that only two executives know the “real formula”. The reason for this rule probably has less to do with keeping the recipe away from competition and more to do with hyping the drink as something special. Even if someone guessed the correct formula, the Coca-Cola company could deny it, and no one would ever really know. Coca-Cola’s brand name is enough to sell products; a competitor using the same formula wouldn’t stand a chance.