Coupon campaigns have been used by many brands today. But the benchmark was made and was initially started by the Coca-Cola in the form of a paper coupon in 1887. However, the tactics used by the company is a reason to believe that the company; right from the developing to their development is directly affiliated with the marketing strategies used by them. At first the coupons were distributed in the street, displayed within magazines, and placed inside post boxes. On the other hand, the use of newspaper coupons, membership discounts, loyalty cards, occasional discounts, flat discounts, store discounts, affiliate marketing, clearance, seasonal, digital, and mobile etc. are the most common ways to market and position the brands in the minds of the customers. But with the rapid development of technology including the invention of the internet, coupons have also changed over time, becoming predominantly distributed through online channels, digital media, mobile coupons, and application discounts are now redeemable for maximum value creating and capturing.