We wanted to prove to people that Coca Cola Zero has thesame taste as Coca Cola original. We realised it would be agood idea to make them see their inability to distinguish them.How? By tricking them.We made a deal with the Yelmo chain of cinemas: their barstaff would introduce Coca Cola Zero cups full of Coca ColaZero, into normal Coca Cola cups. People did not know whatwas going on, until a spot with one of the staff of the actualcinema in the leading role explained the trick.On the way out, we invited them to any Coca Cola they fanciedand 43% chose Coca Cola Zero.