What's that white powder being added to Coke Zero?

If we're being technical, it's a blend of aspartame and acesulfame potassium (ace-k)

But don't tell that to the dude in Louisville, KY who paid $2,750 for the first taste of the diet drink that goes by the name drink.

Actually, the only addictive ingredient was passion and the conduit was an eBay Charity Auction to help raise funds for the Red Cross.

Masterminded by those other dudes in Miami (hint: for big ideas, spend less time in the concrete jungle on Madison Avenue and more time on the beach), it's one of many non 30-second spot cures for a hangover of insanity.

Nice work!