Coke Zero utilized digital media to reinvent the connection between brand and consumer, and also explore the slogan “You were not expecting this. Coke Zero. Zero sugar, same flavour“.Funny prank videos were created for everyday situations (such as supermarket shopping, etc.) with an unexpected screenplay.The funny videos were shot with anonymous consumers and a famous actor as interlocutor. Then, the videos were posted on YouTube by a fanatic character.The videos were also available at the Coke Zero web site and on-line media materials, inviting consumers to send them to their friends.