People thought they knew Coke Zero but they really didn't. 80% of millennials in the US hadn't even tried it. But for 60% of first-time drinkers, it was love at first sip. During the NCAA football season, our objective was to get fans to try their first Coke Zero. We did it through a series of “Liquid ads”—ads designed to look, sound and feel as good as tasting the real thing.