Coca-Cola Zero: Swap

In 2010 Coca-Cola launched a promotion of Coca-Cola Zero in Spain in an effort to show the functional benefit of the product and to prove to consumers that despite it having no sugar, it has the same taste as Coca-Cola Original.

Coca-Cola Zero: Swap

McCann Erickson Madrid

SUMMARY

Our purpose: to prove to people that Coca-Cola Zero has the same taste as Coca-Cola Regular.

The idea: to prove that it tastes the same, to the extent that people are unable to tell the difference. How? By “swapping” them.

We made a deal with the Yelmo chain of cinemas, by which their bar staff would fill Coca-Cola Zero cups with Coca-Cola Zero, and slip them into original Coca-Cola cups. People knew nothing about the switch, until one of the staff of the actual cinema appeared in a spot explaining the trick. On...

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