"In the late '70s, Pete Rose was arguably one of the most renowned sports figure of his era. As a member of the Big Red Machine, and nicknamed Charlie Hustle, he was an endorser's dream come true. In 1978, Rose contacted Choc-Ola in an attempt to partner with them. He liked chocolate beverages and Choc-Ola was one of his favorites. So, together they launched a separate chocolate beverage which would be officially endorsed by Rose called ""Pete"", figuring that his enormous popularity at the time would make a Rose-endorsed beverage an instant success. However, what Rose didn't take into account was that, per his contract, he was prohibited from making any unauthorized advertising reference to the Cincinnati Reds, including being shown in his Reds ball cap. This hampered the success of the ""Pete"" beverage and, although it was actually distributed for a period of time, the short-lived drink was shelved almost as quickly as it was conceived."