"How I Killed Diet Coke": Former Coca-Cola CEO Reframes Reality for a Video

Tal Raban, former CEO of Coca-Cola Israel, published a viral video claiming he was responsible for bringing Coke Zero to Israel. An i24NEWS investigation reveals the launch was led by the VP of Marketing and the company president, and that the brand had already been launched in 51 countries prior.

Tal Raban, former CEO of Coca-Cola Israel, uploaded a video to social media that garnered over 400,000 views. In the video, he recounts that the decision to bring Coke Zero to Israel was "crazy" and a risk, as the brand was unknown in the country. However, an i24NEWS investigation reveals that the brand had already been launched in 51 countries prior and was successful. Furthermore, the launch in Israel in 2008 was led by the VP of Marketing and the then-president, Roni Kobrovsky, not by Raban. Raban himself wrote in his book that the president made the final decision. The video presents a narrative that does not align with the facts.