Coca Cola in Spain worked with Yelmo Cines, a movie theatre in Madrid, to promote Coke Zero to customers in “El Cambiazo” (The Swap), a stunt which has won a Gold Outdoor Lion at Cannes International Advertising Festival. Consumers who asked for their regular Coca-Cola before going into the cinema were served Coca-Cola Zero, to prove to them that it tastes the same, but without sugar. The black Coca-Cola Zero cup was placed inside a larger red Coca Cola cup. Once the spectators were seated in the cinema the guy who sold them their Coca Cola appeared on the screen, explaining the trick and offering them a free Coca Cola of their choice along with a tub of popcorn for their trouble. 96% accepted this invitation and 43% chose Coca-Cola Zero.
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The Swap was developed at McCann Erickson Madrid and Universal McCann Madrid by general creative director Leando Raposo, executive creative directors Monica Moro/Pablo Stricker/Pablo Colonnese, creative director/copywriter Mikel Echeverría, creative director/art director Javier Rodríguez, director Juan José Ocio, account supervisor Marta Carreras, account director Patricia González.