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Titled ‘Fan Work Is Thirsty Work,’ the initiative builds on the company’s ‘Best Coke Ever?’ platform and aims to position Coke Zero Sugar as the ideal refreshment for fans’ efforts. The campaign features a TV commercial called ‘Fight Song,’ which highlights the iconic fight songs of NCAA teams, while celebrating the energy and passion that define March Madness. This ad will air across major networks like ABC, ESPN, and CBS, as well as on digital and social media platforms.
Beyond the TV spot, the campaign includes a variety of interactive and experiential elements, such as a digital voting experience where fans can compete for Final Four tickets by selecting their favorite fight songs, in-game activations like the Thirsty Fan Cam, and outdoor advertising in the Final Four host cities of San Antonio and Tampa.
Image Credit: Coca-Cola
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