World’s first drinkable billboard created to promote Coke Zero

Coca-Cola debuted the first-ever drinkable billboard at last week’s final four NCAA college basketball game in Indianapolis.

The 11.5 ton, 26 x 36 ft billboard dispensed Coke Zero through 4,500 ft of straw (in a campaign VERY similar to a stunt I put to a yoghurt brand a month or so back. GET OUT OF MY EMAILS, COKE, GAAAAHD).

The brand thought behind it was that few people *actually* know what Coke Zero tastes like.

Here’s a short video:

Source: The Drum

Involved agency: Ogilvy & Mather