The move

A Coca-Cola deck rebuilt by Pitch Unfairly opens as "Project Kansas" with "Pepsi is winning the sip. We can win it back." A later table gives Coke the check on advertising, vending, fountain and shelf space, and a blue row, "Blind taste test", reads "Loses". The SWOT slide adds a box, "What customers feel", empty and stamped "NOT MEASURED".

Why it works

• Our readThe "We win every lever we pay for. We lose the sip." headline plus one highlighted row makes the whole argument visible without a paragraph of body copy.
• Our readA stamped empty box admits a gap in the data, which makes the four filled SWOT boxes look more candid.
• Our readThe "TAKE THE TEST: ONE SIP, THEN PICK A CUP." slide with cups M and Q lets the viewer run the evidence themselves.

What not to copy

The soft-drink figures and the Pepsi framing are part of this story, so use your own numbers. Keep the interactive test, the single highlighted row and a named "not measured" box.