Coke Zero's communication effort was to build on the equity of 'making the impossiblepossible' which is true to what the brand promises (having that real Coke taste with zerosugar).

How to create something impossible, then make it possible AND functional? We needed tostop shoppers in their tracks the moment they saw the product. So why not use the productitself and stack them all in a big pyramid – then turn the whole thing upside down.Careful planning and collaboration with groceries had to be made. A pole designed as thebottom-most Coke Zero can ran from the ground up, supporting the whole structure. Theshelves were made so thin, they almost looked invisible. And stock boys were instructed toconstantly replenish cans to maintain the pyramid's form.

The Inverted Pyramid display vividly separated Coke Zero from the sea of sodas in the shelves. Clear proof was the 13% sales increase in supermarkets and groceries since installation of the special stands.