The main challenge was overcoming consumer perceptions of Diet Coke as a brand that makes some consumers feel slightly self-conscious and transform it into one of a statement brand – one which consumers will want to brandish with pride.

The key objective was then to create a disruptive, yet elegant idea that would:

- Get people talking about the brand: we wanted people to sit up, be amazed, and surprised by Diet Coke again

- Create a new standard of distribution that only Diet Coke could credibly own

The creative idea is the media itself. By reinventing the standard vending machine, we create an engaging piece of brand communication.

The creation of the world's thinnest vending machine (as far as we know) and a new standard for brand's using vending technology. We may just have created a new design standard! Nearly 100,000 views in three days. Today, 181,000 views with impressions and mentions within the design and lifestyle blogosphere around the globe. While this is still at pilot phase, there are indications that the Coca-Cola system may adopt this distribution model across several markets. The press coverage, social network, bloggers, tweets continue to be non-stop.