it is currently coke
's marketing phrase...It's all part of Coke's evil plan to take over the world.
After demanding people to 'enjoy' their drink they then tell us that 600mL bottles are not, in fact, called bottles, but, instead, Buddys. They expect us to go into our local store and say "I'll have a Buddy" whenever we want a coke...
Or perhaps Coca-Cola is merely suggesting that we should or will enjoy the coke, rather then demand that we do. Advertising for coke is just so ambiguous these days =).