About ten years ago Coke was about to launch a campaign to tout itself as a breakfast drink. THey canceled the campaign when they realized two things: a significant percentage of the population would be revolted by the idea of Coke for breakfast (to the point of boycotting it altogether) and most of the rest of the population was already having Coke for breakfast.

They have started to ask patients in pre-op if they consume coffee, tea or caffeinated soft drinks. Hospital staff realized that patients were having poor post-op recovery because long operations followed by long periods of recovery in post-op were sending the patients into caffeine withdrawal.