Coca-Cola Zero Sugar has launched a new campaign centered around the excitement of March Madness, spotlighting the idea that being an enthusiastic sports fan requires hard work, and Coke Zero is the perfect refreshment for it, according to details shared with Marketing Dive.
The campaign, titled “Fight Song,” highlights the importance of school fight songs, often led by fans, during the tournament. It features a digital component where consumers can vote for their favorite fight songs in daily matchups for a chance to win free tickets.
This effort is part of Coca-Cola’s ongoing “Best Coke Ever?” creative platform, which debuted in 2021 following a reformulation of Coke Zero. The new campaign will include out-of-home advertising, in-game placements, and experiential activations like the “Thirsty Fan Cam.”
Key Campaign Features
A 30-second commercial, “Fight Song,” is the centerpiece of the campaign. It begins by showcasing a collection of fight songs from NCAA partner schools competing in March Madness, culminating with a fan enjoying a sip of Coke Zero before resuming her cheers. The spot, created with the help of agency Cartwright and production company Iconoclast, will air until the National Championship game on April 7 on major networks including ABC, ESPN, CBS, and across digital platforms.
Fans can engage with the campaign by voting for their favorite fight song in daily head-to-head matchups for a chance to win tickets to the 2026 NCAA Men’s or Women’s Final Four. Additionally, Coca-Cola will offer on-site activations, including street sampling, in the Final Four host cities of San Antonio, Texas, and Tampa, Florida. Attendees at the Final Four will receive commemorative 12-ounce cans of Coke Zero Sugar. The campaign will also include events at college campuses nationwide.
Market Insights
Coca-Cola Zero Sugar’s focus on the theme “fan work is thirsty work” aligns with its “Best Coke Ever?” platform and resonates with younger consumers, especially as the demand for healthier beverage options grows. With the rise of the prebiotic soda category, including Coke’s new Simply line and PepsiCo’s recent $1.95 billion acquisition of Poppi, the spotlight on Coke Zero Sugar is timely.
In addition, Coca-Cola recently shifted its media and data business in North America to Publicis Groupe, which could support increased marketing efforts, particularly in the better-for-you space. Coca-Cola’s Q4 2024 earnings revealed a 6% year-over-year increase in net revenue, reaching $11.5 billion, with annual revenue growing by 3% to $47.1 billion.
As brands like Powerade, State Farm, and Buffalo Wild Wings also roll out campaigns to capture March Madness excitement, Coca-Cola’s focus on the unique role of fans and fight songs aims to keep Coke Zero Sugar top of mind for consumers.
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