I never saw this reported as anything but amusing trivia:
Take the case of Hugh Hefner, now 87 years old.
The Bunny Master drinks up to 30 decaffeinated cans of Diet Pepsi a day.
His favorite drink is Jack Daniels and Pepsi.
He used to take his Pepsi caffeinated.
According to Hef’s Little Black Book, 2001 … “He [Hefner] is a Pepsi Man. Actually, he is a Pepsi Generation unto himself. Famously, through the sixties, he was photographed swigging from Pepsi bottles; butlers in his homes were always instructed to provide a new bottle if they saw one half empty. Or if he was seen without a Pepsi in his hand they were to immediately fill that hand with a Pepsi bottle. He would drain three dozen bottles a day, caffeinating himself royally. In 1962, it was reported that his annual Pepsi consumption equaled that of a small African country.”
Hugh Hefner died this past September.
Hefner is dead now. Evidently the Pepsi eventually got him.