A brown cow (or white cow in this application) is yummy but quite different than an unadulterated coke. The suggestion is the same as telling people to add milk or sugar to their tea. And people are opinionated enough about that[1][2][3].

Besides, a little chemistry to break into a new market isn't a bad expenditure.

[1]http://www.brainofshawn.com/2008/03/14/sweet-tea-is-an-abomi...

[2]http://hikiculture.net/topic4148.html

[3]http://www.newscientist.com/article/dn10913-milk-wrecks-the-...