The Coca-Cola Zero Sugar brand is taking advantage of the excitement and enthusiasm of college basketball fans during the men’s and women’s March Madness tournaments to promote its product through a new advertising campaign.
During March Madness, the men’s and women’s college basketball tournament, two television commercials were launched highlighting the creativity and intensity of the game. These ads also highlighted how Coke Zero Sugar can provide a refreshing boost to help players overcome the challenges of this exciting sporting event.
Charece Williams Gee, vice president of entertainment and influencer marketing and partnerships at Coca-Cola North America, said the Coke Zero Sugar brand is aware that NCAA fans are the most passionate and dedicated to their favorite team, whether at the games or from afar. Gee also mentions that the work of being a fan is tiring but rewarding, from following rituals to chants to dealing with disappointments in the college basketball culture. That’s why they want to be sure to recognize, celebrate and reinvigorate all those who cheer on their NCAA team.
The March Madness campaign is a continuation of the “Best Coke ever?” platform that seeks to attract the attention of consumers to try the new reformulated version of Coca-Cola Zero Sugar and decide for themselves whether or not it is the best. The ads focus on Coke Zero Sugar NCAA partner universities, which compete in tournaments alongside former college basketball stars such as Jay Williams (Duke) and Aliyah Boston (South Carolina).
Coca-Cola Trademark North America’s director of creative strategy, Anne Carelli, explained that the brand decided to partner with Jay and Aliyah because of their knowledge of the impact of an enthusiastic fan base. With this action, they sought to demonstrate that even the biggest names in sports, both retired and active, are fans of their favorite teams and keep their spirits up with an ice-cold Coke Zero Sugar while supporting them.
The Coke Zero Sugar beverage company has decided to make changes to its March Madness commercial, which has long been associated with the NCAA. These changes will be based on the results of the Elite Eight games. The Coke Zero Sugar team was inspired by the excitement and unpredictability of the tournament to produce updated versions of the ad that will feature the finalist teams in both the men’s and women’s divisions. These new ads will air during the semifinals on April 5 and 6, respectively, along with the “Coke Zero Sugar Thirsty Fan Cam” broadcast, where fans will cheer during free throws.
During sporting events in the cities of Phoenix and Cleveland, the Coca-Cola brand will have samples to refresh and engage fans. There will be commemorative Coca-Cola Zero Sugar cans, outdoor advertising, and interactive activities such as photo booths and artificial intelligence-powered zones to create animated videos about being the “Best fan of all time”. In addition, Coke Studio will be a sponsor at the Men’s March Madness Music Fest in Phoenix and a partnership will take place with the Boys and Girls Club of America in Cleveland, where a four-week job readiness program will culminate in an open internship. Williams will also be present in Phoenix and Boston in Cleveland.
Fans across the territory can join in the excitement with Snapchat’s augmented reality glasses, and Coke Zero Sugar will host viewing events on the campuses of Final Four-linked institutions.
During the tournament, The Coca-Cola Company will not only ensure that fans are kept refreshed, but will also provide a certified closed recycling loop at the men’s and women’s Final Four® venues. This means that all used bottles and cans will be recycled and converted into new packaging suitable for use in food products.
