This soda-pop sociology does not mean that Coca-Cola's morning campaign will be simple. It faces some obstacles, particularly one that some in the industry described as ''the yuck factor'': Many people think that morning cola consumption is disgusting.

''But the ones who don't like it are the same people who will go out at break time and grab a Coke,'' said Mr. Pirko, the consultant.

That may be part of the strategy behind the campaign's approach. Conceived by McCann-Erickson, the advertising emphasizes the midmorning break, according to Mr. Baskin of Coca-Cola, which thus seems to be acknowledging that America is not quite ready for pancakes and Coke.

So, while not ignoring the breakfast market, the main emphasis of the campaign is on the time after the consumer leaves the house in the morning. The radio jingle, which is the centerpiece of the campaign, is about a person driving to work who needs ''a cool refreshing drink to make me come alive,'' and decides to stop on the highway to grab a Coke. So far, Coca-Cola has stayed away from television advertising. Subtle Messages

In stores, the reminders are subtle and - some say - seductive. Advertising is often near breakfast foods, a marketing technique known as ''cross merchandising.''

''People would go to buy a pastry and they would see a banner that had the sale price and the 'Coke in the morning' theme,'' said John G. Asay, a merchandise buyer for the Southland Corporation's 7-Eleven stores in metropolitan Los Angeles, which took part in the campaign in December.

Coca-Cola has also been aiming at commuters. For example, company posters promoting morning consumption were placed in Atlanta subways.