CHALLENGE

Drive trial and adoption of the new Coca-Cola Zero Sugar with improved taste

INSIGHT

Consumers are hesitant to embrace Coca-Cola Zero Sugar because they fear that the iconic taste they love has been compromised.

SOLUTION

We created a promotion offering a chance to win a zero-gravity flight—showing how removing an ingredient can actually elevate the experience. The campaign was designed to shift perceptions, demonstrating that sometimes, less is more.