The brief was to introduce Fanta Z as a new breed of soft drink - finally a low sugar carbonated drink that actually tastes great. But for consumers to believe this, after 10 years of broken promises from soft drink manufacturers and 10 years of terrible tasting low sugar "diet" soft drinks, consumers had to be given a powerful reason to believe. Hence, the strategy of "Goodbye Fanta Lite, Hello Fanta Z". What better way to introduce the first great tasting low sugar soft drink than to kill off its predecessor because it wasn't up to scratch.