- Coca-Cola Zero Sugar is tapping into March Madness hype with a brand new campaign that revolves around the concept being the most effective sports fan might be “thirsty work,” and that Coke Zero is the perfect refreshment, per details shared with Marketing Dive.
- The campaign features a spot, “Fight Song,” that celebrates the role fight songs, often led by fans, play during March Madness. A digital experience invites consumers to vote for his or her favorite fight song in a day by day matchup for the prospect to win free tickets.
- The latest extension of the “Best Coke Ever?” creative platform will span out-of-home, experiential activations and in-game placements with the Coke Zero Sugar’s Thirsty Fan Cam.
Coke Zero Sugar is attesting that “fan work is thirsty work” for its March Madness campaign. The effort is a continuation of its “Best Coke Ever?” platform, which was launched in 2021 to advertise a reformulation and packaging redesign. In the most recent iteration, creative materials argue that the most effective fans deserve the most effective Coke.
Key to the campaign is a 30-second spot, “Fight Song,” which begins with a series of fight songs of various Coke Zero Sugar NCAA Partner Schools competing in the Men’s and Women’s March Madness tournament. The spot ends with a girl taking a sip of Coke Zero Sugar before continuing to cheer on a team. The campaign was handled alongside agency Cartwright and production company Iconoclast.
“Fight Song” will run through the National Championship game on April 7 on ABC, ESPN, TNT, CBS, TBS, TRU and across social media and digital channels. To engage with consumers, a digital experience will invite sports fans to vote for his or her favorite fight song in day by day head-to-head matchups for the chance to win tickets to the 2026 NCAA Men’s or Women’s Final Four.
The brand will moreover host on-site experiential activations, including street sampling, in the NCAA Men’s and Women’s Final Four host cities of San Antonio, Texas, and Tampa, Florida, respectively. Consumers attending the Final Four will even be greeted with commemorative 12-ounce cans of Coke Zero Sugar for the Semi-Final and Final rounds of the tournament. On-campus events at colleges and universities nationwide round out the hassle.
Numerous brands have attempted to capitalize on March Madness hype, from Powerade to State Farm. Buffalo Wild Wings launched a campaign, “So Many TVs. Not Enough Eyes.,” that positions the sports bar as the perfect spot for March Madness tournament viewing and riffs on infomercial tropes with its CGI buffalo mascot, Hank.
Putting its Zero Sugar beverage in the highlight might be worthwhile for Coke because the better-for-you category gains steam, particularly amongst younger consumers who’re less open to full-sugar sodas. The prebiotic soda category is hitting a fever pitch, with Coke having launched its first offering in the space through its Simply line of beverages in February. This week, PepsiCo announced it can acquire prebiotic upstart Poppi for $1.95 billion.
Notably, The Coca-Cola Company recently moved its media and data business in North America from WPP to Publicis Groupe following a closed door review, a move that might be timely as soft drink brands ramp up marketing activity in areas just like the better-for-you space. The Coca-Cola Company saw net revenue increase 6% yr over yr to $11.5 billion in Q4 and three% YoY to $47.1 billion in 2024, per its latest earnings statement.
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