Coca-Cola was first marketed in the 1860s as a patent medicine, designed to offer the virtues of cocaine without the vices of alcohol. The new beverage was invigorating and popular; today cocaine is not just banned but widely demonized. This is an example of:

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The fact that Coca-Cola was originally marketed as a patent medicine containing cocaine demonstrates a formerly mainstream practice that is now considered deviant due to changes in societal norms and regulations surrounding drug use. While structural strain, puritanical tendencies, counterculture, and economic conflict can all contribute to changes in norms and deviant behavior, they are not the most relevant factors in this specific example.

Coca-Cola Was First Marketed in the 1860s as a Patent