Promoting coke as a morning beverage for those who dont drink coffee is market modification strategy. This strategy includes converting non-users.
Market modification is a strategy used by businesses to lengthen the Product Life Cycle by changing the way a product is described, either little or significantly, in order to increase sales to the same customers who will be able to use the product in additional ways.
Theoretically, in marketing modification, if you "teach" the customers about the product's additional uses, they will buy more of the product, which is beneficial because most people think it is simpler to sell more of a product to existing customers than to entirely new ones.
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