We wanted to prove to people that Coca Cola Zero has the same taste as Coca Cola original. We realised it would be a good idea to make them see their inability to distinguish them. How? By tricking them.We made a deal with the Yelmo chain of cinemas: their bar staff would introduce Coca Cola Zero cups full of Coca Cola Zero, into normal Coca Cola cups. People did not know what was going on, until a spot with one of the staff of the actual cinema in the leading role explained the trick.

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