Pavlov's musicians

Today, it would be called product placement.  At each rehearsal, my middle and high school orchestra director would place a can of Crush soda, usually orange, on top of the piano before playing an A on the piano and announcing that it was time to tune our instruments.  To this day, whenever I hear a prominent A in any piece, I feel compelled to drink an orange Crush.  Pavlov would be proud, I suspect.