Coke Zero has Coke's taste therefore...

I love this Coke Zero Facial Profiler Facebook thing. Not because of the technology behind it. But because they frontloaded it in a way that makes complete sense. It is not a technology in search of an idea. The logic is crystal clear: If Coke Zero has Coke's taste, then someone out there may have your face. Coke will own the face profiling thing from here on. Because Coke Zero's whole idea in the rest of its communications is It's possible that Coke Zero tastes like just Coke. I don't even care if they find another person with my glasses, white eyelashes and the beginnings of a double chin. And I don't even know if I will go back to check. The job is already done. Of course, Crispin Porter + Bogusky is behind this. Anyway, if I still drank soda, I might consider a Coke Zero the next time I was reaching for a Coke.