Isn’t that essentially the story of Coca-cola. Early in their history they didn’t think bottling would be successful, so they signed a perpetual contract to sell the bottlers syrup at a fixed price. Then when bottled coke became popular, the only way for coke to profit was on volume, so they launched a massive advertising campaign advertising the drink price of 5 cents.
Decades later, coke ads are classic Americana and it’s popularity is one reason these drugs are needed.