Rhiannon Joyce

So with that, I think over time, as that demographic starts to age out, are they going to have to reposition their strategy and consider, do we put all our eggs in Coke Zero's basket?

You made a really good point when we were chatting before, Mads, about the choice for the Devil Wears Prada to partner with Diet Coke, not Coke Zero.

What is your rationale or thinking behind that?

And also that original synergy into your point, the alignment with fashion.

Strategically, it made more sense.

It's like, hey, that relationship with fashion was already there.

Let's just strengthen that out even more instead of trying to like handball it to one of the others.

Let's bird's eye the gender strategy because we know that Diet Coke went hard at women.

Like originally, it was all about targeting everyone.

But then over the years, they really started to have a female focus.

What's your take on how Coke Zero are trying to target everyone?

Or do you feel like they're really trying to go in on a specific gender?

Yeah.

No, so Louis, my one-person sample size,

Is like not a good reference because he is similar to you.

Like he will kind of flip between them, but he also throws in the mix and this is rogue.

And I know it's rogue.

He loves a vanilla Coke, but they've also got a vanilla Coke, no sugar that he's partial to.

So he's really complicating this for you.

I will say more broadly speaking that Coke Zero does feel like the drink that people are ordering at the restaurant and there's like zero shame attached to it.