March Madness & New Coke Zero - It's Not Your Fault - History (2013): 15 (USA)

Just in time for March Madness, Coke zero feels for you man.

“Coke Zero has experienced quarter after quarter growth and success, and we hope to see this campaign continue the momentum. ‘It’s Not Your Fault’ is launching in a big way through universal guy assets like NCAA® March Madness® and a co-branded promotional spot with CONAN,” said Andy McMillin, VP, Coke Trademark, North America Group. “Coke Zero brand attributes are well established, now it’s time for the brand to make the next big leap to connect with its drinkers. The brand definitely is evolving.”
Coke Zero is teaming up with Turner and CONAN as part of the Coke Zero “It’s Not Your Fault” campaign to kick off NCAA® Final Four® week and the CONAN Atlanta shows. Several bands will perform at the CONAN Coke Zero Music Series on the ‘Road to the Final Four®.’ Coke Zero and CONAN will also co-create a custom “It’s Not Your Fault” promotional spot.
The campaign, created in partnership with Droga5 New York, Starcom MediaVest Group, Turner and the NCAA®, will be featured across CBS and TBS platforms in March and April, including the March Madness Live mobile app and in-game broadcast enhancements. Out-of-home campaign efforts will be national in scope with a strong focus on Atlanta, Coca-Cola’s home market and host city of the 2013 NCAA® Division I Men’s Basketball Championship.

ad agency: Droga5 New York

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