The world today is saturated with ZERO SUGAR, and “zero” is no longer special. We needed a new way to make this overused message stand out again. At the same time, the world was anticipating BTS’s long-awaited full-group comeback. And at the center of it all was a name everyone instantly recognizes: SUGA. So for their biggest comeback, we decided to remove him. Introducing, CokeZeroSUGA. Coca-Cola first released a “Zero SUGA” version of the comeback music video and advertising, deliberately excluding SUGA to ignite explosive buzz within the fandom. When curiosity reached its peak, we launched a limited-edition Original red can with SUGA, unlocking the full version of the video featuring him. Through this bold contrast, Coca-Cola engraved both Zero and Original products into the minds of ARMY worldwide, transforming a simple beverage into a cultural phenomenon.