Eager for people to experience that Coke Zero tastes exactly like the regular Coke but without the sugar, Coca-Cola swaped the drinks in a movie theatre in Spain.
They placed a Coke Zero cup inside a regular Coke cup. Moments before the movie started, the same person from the drinks counter appeared on the screen and revealed that the audience had just been tasting Zero instead of Coke.
After offering a new drink and pop-corn for the inconvenience, almost half the people asked for Coke Zero.
Cannes Gold Lion for Outdoor.
Sometimes just asking what is it that the brief is asking to do can land into a very strong idea, isn’t it?