How were we going to execute this? We introduced a cardboard cup of Coca-Cola Zero in a larger cup, also made of cardboard, of Regular Coca-Cola. Once the spectators were settled in their seats and the trailers began prior to the feature film, they would see a large Coca-Cola logo on the screen and they hear a voice explaining that we had given them Zero instead of Regular and that, while we are sure they will like it just as much, if they would still rather change it, we would give it to them free, plus a tub of popcorn for their trouble.

On the way out, we invited them to any Coca-Cola they fancied and 43% chose Coca-Cola Zero.