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Photo: David Roth/Twitter

NEW YORK (PIX11) — Coca Cola has an interesting new ad campaign: telling New Yorkers, they’re “on Coke.”

“You moved to New York with the clothes on your back, the cash in your pocket and your eyes on the prize,” one bus stop ad reads. “You’re on. Diet Coke.”

Despite the punctuation, many New Yorkers took the campaign as a not-so-subtle reference to cocaine use.

A representative for the soda giant told the New York Times, the ad campaign “presents Diet Coke helping Taylor Swift and other millennial women and men by providing an energetic uplift for those moments when you really need to be on.”