However, due to a moment during the apology in which Gleason hinted that the coffee cup he was sipping from wasn't really filled with "coffee" (he called it "Chock Full O'Booze"), the show's original sponsor, Kellogg's, pulled out of the series a week later and publicly claimed, "This isn't the show we bought". They reportedly told CBS executives they were offended by the coffee cup reference, and wanted no further association with the show or Gleason. However, Liggett & Myers, the show's alternate sponsor, continued with the series until it ended. The supposedly "spiked" cup of coffee was a running gag Gleason often used as part of the monologue of his variety shows.