Weirdest marketing campaign ever?

Yesterday morning we found a unopened can of "vanilla orange zero-sugar Coke" on our front lawn near the street. Then, on my bicycle ride, about 2 miles away, I saw another one next to the curb. Also unopened. I didn't actually stop and read the can to verify it was the same flavor, but I could tell by the orange strip around the top. Valerie posted about these two finds on a local Facebook group, and two other similar cans have been described in town!

So, WTF? If it was just litter tossed out a car window, you would have expected the cans to be empty, or if somebody wanted to chuck their whole sixpack (I certainly wouldn't want to keep that flavor) you'd think they'd be all in the same place rather than scattered about town miles apart.