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...