Coca-Cola Zero has zero calories and real Coca-Cola taste. But not everyone believes it. Unless they try.

So we hid two famous Italian radio presenters at the trunk of a taxi and they broadcasted live, reading incredible news that actually came true the second after they read them, so passengers inside the taxi actually started to believe what they said.

And when they advertised Coke Zero, instead of just letting passengers believe it, they directly appeared from the behind their seats, offering a Coke Zero to try and prove it.

We hid two famous Italian radio presenters at the trunk of a taxi and they broadcasted live, reading incredible news that actually came true the second after they read them, so passengers inside the taxi actually started to believe what they said.

And when they advertised Coke Zero, instead of just letting passengers believe it, they directly appeared from the behind their seats, offering a Coke Zero to try and prove it.

Hundreds of passengers became new believers instantly.

The activation got

48 MILLION MEDIA IMPRESSIONS

The Youtube video created to tell the activation got

8 MILLION VIEWS ON YOUTUBE

And preference for Coke Zero

INCREASED A 14%