A friend of the family's, a man I consider my mentor, knew the man who was in charge of advertising for Coke in the late sixties. I don't remember where this place was, but the board of directors was in a city where 67 coke signs were up (since Coke was offering free signs for anyone who would put Coke on their sign.) The man was charged with bringing in even more revenue for the next year. So what did he do? He didn't put up more signs; on the contrary, he took down every last sign, and sales skyrocketed.
If you think about it, it's pretty easy to understand why; as you're driving by, you start to notice that sign after sign that used to say Coke is missing, which gets you thinking about Coke again.
Anyway, just thought I'd share.