Blind taste tests are nothing new. But what if the participants don’t know that they’re participating in anything but a standard flight? Coca-Cola, a company known and celebrated for their experiential campaigns, wanted to prove that Coke Zero offers the same taste as its big brother. Flight attendants distributed Coke Zero to all passengers but gave people the option to switch to classic Coke if they preferred. For those that requested regular Coke, attendants secretly placed a Coke Zero inside the original cup. As everyone was enjoying their respective drinks a video started and asked the audience’s classic Coke to open up their cups and take a look. This lighthearted stunt reveals that Coke Zero cuts calories, not taste. Not only does this activation prove its point, but the strategic change of venue increases the message’s impact and provides a captive audience.