The outdoor campaign, created by Leith, builds on the insight that consumers feel soft drinks w ith no sugar have a weaker taste. The creative which plays off this, features a series of outdoor posters with confusing headlines, supported by the line: “XTRA TASTE AND NO SUGAR, IT MAKES NO SENSE”.

The outdoor campaign, created by Leith, builds on the insight that consumers feel soft drinks w ith no sugar have a weaker taste. The creative which plays off this, features a series of outdoor posters with confusing headlines, supported by the line: “XTRA TASTE AND NO SUGAR, IT MAKES NO SENSE”.