“An advertising campaign for carbonated beverages advised consumers in 1956 to ‘Enjoy Sparkling Soft Drinks!’ and ‘Life is Great When You Carbonate!’ Soft drinks were being marketed as a digestive aid that helped the body absorb nutrients, maintain a balanced diet, and cure hangovers. As early as 1930, can manufacturers had begun to explore the possibility of adapting cans to package carbonated beverages. And beer and soft drink companies eagerly anticipated a means of delivering more volume, more efficiently to consumers.”