It's Coke. It's new. It's improved. It's got it all (except sugar).

Such a big leap in product justified leaving restraint aside in communication, making a bold statement capable of enticing consumers to try it so they could compare and contrast, debate and decide, whether or not what they're having is actually the best Coke ever.
In OOH, Print, social, TV, and OLV, this launch campaign motivates people to wonder if we're witnessing a before and after. Ironically, without falling into any advertising formulas to do so.