The whole principle of advertising is just mind-boggling. It weird enough that there's a whole industry built around advertising theory, research, methodology and deployment, but what's even weirder is the implication that it actually works.
Ever notice the ever-present "Enjoy" above soft drink logos? "Enjoy Sprite". "Enjoy Diet Coke." If you think about it, that "Enjoy" isn't there accidentally. Some market research, or possibly some advertising theory, must suggest that the presence of the word "Enjoy" near a logo will make consumers enjoy the product more.
The soda fountain here at work has "Enjoy" above Caffeine Free Diet Coke, Diet Coke, Sprite, and several others. Strangely, it's not above normal Coca Cola. Apparently they think consumers will actually enjoy Coke without prompting. Good to know.
It's interesting, anyway, that they use the word "Enjoy" for Caffeine Free Diet Coke instead of the more accurate "Choke Down."