Role: Writer, Creative Director

Most "zero sugar" launches oversell the sacrifice — here's what you're giving up, but don't worry, it's fine! We went the other way.

No sugar, no fluff. That was the whole brief we gave ourselves. Say what the product is, skip the apology, and let it be genuinely appetizing on its own terms — no asterisk, no consolation prize framing.

Roman Coppola directed the spot, bringing the kind of visual restraint that matched the line perfectly: nothing extra, nothing oversold, just the product looking like exactly what it is. Good.

Dig in.