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 the iconic taste they love has been compromised.

SOLUTION

Rather than apologizing, or repeating that the taste was the same as always, we doubled down on zero. We created a promotion offering a chance to win a zero-gravity flight—proving that removing an ingredient can actually elevate the experience. Demonstrating that less can indeed be more.

The campaign was aimed at cinemas and included POS, online and retailer activation set.