brand recognition. IOW, when you are at the grocery store, you think of Coke in general rather than any specific ads.

Agreed. More specifically, I think brand association plays a part. Even if you never drink cola of any type, the ads make you think “Coke is the kind of drink for people who (whatever)”. Then when you see your friend drinking one you say “Oh you drink coke? I guess you’re the kind of person who (whatever the ad campaign says).” It’s really insiduous.