How the invention of Coke Zero started with losing 90 Million Dollars. Javier Sanchez Lamelas tells the story about how a failed product-launch led to the invention of one of the most impressive FMCG success stories in the past 15 years: Coke Zero. Javier is the former Global VP Marketing of Coca Cola and author of the Book "Marketing: The Heart and Brain of Branding". Contents: 00:50 From losing 90M $ to the launch of Coke Zero 07:28 Marketing is far more than advertising 14:30 Forget about research 20:50 Company policies vs. creativity 23:55 Lateral thinking