Coffee as Marketing?

An odd way to promote the upcoming Watchmen movie: bring an obscure coffee from an obscure scene to life and sell it online. Look, I'm a huge Watchmen fan, and I just got done watching the entire series run in Motion Comics, but I don't get this.

For instance, in the scene this references, the coffee was not "Nite Owl," at least as far as I remember. Even if it was, it was not significant. What was significant in the scene was the use of a special brand of sugar cubes, which led the police to discover two of the protagonists. If you were interested in branding so much, why not use that?

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