The point of subliminal messages is not about if you can consciously notice it or not. It is about imparting something you do not expect to your subconscious. A single frame of a can of coke in a movie is not generally noticeable but it was proven to have a clear effect.

Your mind filters out more than you realize. But only to reduce the burden on your consciousness. Somewhere deep inside, something is still processing that crap ton of data and it knows more than you and can definitely influence the conscious you.