an article in "black enterprise" said part of cosby's mystique is "that he can endorse a number of products and still retain credibility in each individual sell". shortly after being signed by coca-cola, cosby appeared at a bottlers' convention. he refused to drink the bottle of coke he carried on stage, saying, "i'm waiting for all the jell-o pudding i ate to settle". cosby said that in childhood, he experienced "periods of addiction" to coca-cola, consuming fifteen bottles by 2 pm.